The functional role of the design language system is to help users perceive and comprehend visible signs, but it also has a direct impact on the overall experience users have when they interact with a product. A design language includes a set of rules, codes, and guidelines that make it possible to maintain consistency and continuity within a range of products.
Whether it is a collection of furniture, technological products, or a fleet of cars, what unites all the various products is called design language. What is certain is that it must respond to a broader and deeper business strategy. The main elements that contribute to the identification of a design language are the color, the shape, the functionality, the materials, and the graphics: but we will talk about this later.
Design languages are collections of terms that can be used as primitive words for expressing design sentences. These sentences can be combined to form larger structures of meaning and function, including metaphorical paragraphs and whole compositions of a great variety of types. A design language gives a designer a means of thinking about designs and lends consistency to that person's designs. Sharing and developing a design language can facilitate the communication of designs and, thereby, improve a problem-solving process.
Design language often includes a combination of visual design elements such as color palettes, typography, iconography, and layout, as well as interaction design patterns such as animations, gestures, and transitions. The design language is typically created based on the brand's identity, user research, and industry best practices.
Here are some practical examples of design languages that UX designers can follow:
✦ Material Design: A design language created by Google that uses flat design and bold colors to create a clean and modern user interface.
✦ Apple Design Language: A design language created by Apple that emphasizes simplicity and elegance in the visual design and interaction patterns.
✦ Microsoft Fluent Design: A design language created by Microsoft that focuses on depth and transparency in the visual design and uses subtle animations to create a natural and intuitive interaction.
✦ IBM Design Language: A design language created by IBM that emphasizes accessibility, inclusivity, and sustainability in the design process.
Increase brand recognition and consistency
One of the reasons why there are brands is to make the company recognizable with all its values and products. The use of a correct design language, therefore, supports and gives consistency to the value of the brand. If a company has built a strong identity and an equally unique design language we would be able to distinguish its products even if they were not branded. Imagine instead a brand whose each product has a completely different look & feel: we challenge you to recognize the brand and become attached to it. The correct application of a design language ensures a consistent ‘family feeling’ that favors positive associations between the brand and the product: more recognisability, more trust, and more sales.
Improves the user experience
Would you buy a set of knives in which each “speaks its language” to the point of seeming to come from different eras and companies? We wouldn’t. A shared brand language makes it possible to improve product performance and eliminate any dissonance from the customer experience: the more fluid and coherent the experience is, the better the perception of the product and the brand.