Take these two wine bottles as example of different lifestyle projections. What do they tell you?
Now think about software, especially a type or class of software that has more than one product representation. Does it come across like the wonderful Shafer Merlot–looking just like perhaps the publishing family’s drawing room might–or does it convey a sense of whimsy and fun like the highly drinkable Frog’s Leap Chardonnay? (Yes, the latter’s cork says “Ribbit!”)
I retain these bottles not only because I very much enjoy drinking their contents–the Shafer is expensive enough that it comes out only for more special occasions–but also because they remind me that the same starting place (i.e. the basic bottle) can result in very different projections (i.e. the label, the brand, the image, the emotion).-Craig