What should the game interface look like?

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I think that the objective should be user friendliness. It seems that if an individual is choosing to play the game that they should do it in a way that is esthetically pleasing. The only thing that I might want to consider is the psychological effects of identity and how it is created through the visual culture of the interface.

For example, maybe if people see their avatars they will become ethnocentric and focus on themselves?
Does anyone know a little more about identity formation as it relates to semiotics and gaming?