Google’s latest design language: how to integrate brand DNA into products

2018-08-13

Google's latest design language: how to integrate brand DNA into products

At 1 a.m. on May 9, 2018, Material Design was updated at the Google developer conference. I was impressed by the fact that Google gave a single module to explain the graphic language, such as the next picture where I was red.

Google's latest design language: how to integrate brand DNA into products

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Yes! It is the word of this SHAPE, why I think so much, that everyone should know that the four basic atoms that make up a design language are: font / color / grid system / graphics.

The graphics here include icons and some auxiliary graphics. What is the difference between them?

You see previous versions of the previous version, the material design language does not have a separate description of the shape of this element, of course, there are also better products, such as: South Korea’s 29cm and 11 street, domestic Tmall / NetEase snail reading and so on.

Graphic language has a great impact on our products, and there are articles on the Internet, such as: extracting the visual genes on the logo and then applying it to the icons. Yes, that’s true, but I think it’s not good enough.

Today, I’ll join you in analyzing how Google did it.

My understanding of graphics

The figure is everywhere, the human eye is much more able to recognize the graphics than the font, and the graphics are easy to remember and spread. That’s why you need to consider the graphic extension every time you do the LOGO.

In order to disseminate the brand, create the product image in the user’s heart, such as Coca-Cola arc, Adidas, Apple logo and other international big brands of logo are easy to remember and spread.

So how do you show it in the product design?

We often use icons to display some brand elements, such as Tmall head and icon blending. This is a very successful example. There are also Korean Genie music products, and also a collection of direct logo and icons.

So is it just this?

Of course, if we want to convey the brand idea of our product, it is not enough to go deep into the user’s mind and use it only in the icons.

For example, Coca-Cola does product promotion every year, and constantly repeats its logo arc elements so that it can form a memory point in the minds of users for a long time.

How does Google do it?

Google let’s open our eyes this time. Here’s the Google’s original saying:

Shape can guide attention, allowing users to easily identify components, communication status and brand language.

With a deeper understanding of the times, shapes are actually used more than we usually understand. I have written an article before, that is, the influence of shape on layout, which is about some basic functions of shape.

The following figure is a screenshot from the material language:

Google's latest design language: how to integrate brand DNA into products

The picture comes from Google

Google’s idea is very bold: a square change, stretching out of different shapes, of course, is not a single product design in which so many shapes, but to use different products, use different graphics, convey its special brand, large unity, local strategic adjustment.

Google's latest design language: how to integrate brand DNA into products

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