The collection of visual elements, principles, and guidelines used to create a consistent and cohesive aesthetic across a variety of design projects is referred to as design language. Everything from typography and colour schemes to iconography and layout is covered.
A design language is a framework that designers can use to create a unified visual experience that is consistent with the brand’s identity and values. It aids in the development of a recognisable and distinct style that distinguishes a brand from its competitors.
A design language can be tailored to a specific product or service, or it can be applied to an entire brand.
Apple’s design language, for example, is known for its clean lines, minimalist aesthetic, and use of white space. This design language can be found in all of Apple’s products, from the iPhone to the MacBook.
A design language, in addition to establishing a consistent visual style, aids in the creation of a sense of familiarity and trust with users. Designers can make it easier for users to navigate and interact with a product or service by using familiar visual elements and design principles.
There are several popular design languages that are commonly used in the design industry. Here are a few examples:
- Material Design – Material Design is a design language developed by Google. It is characterized by a flat, minimalist style and a focus on the use of shadows, depth, and color to create a sense of hierarchy and spatial relationships.
- Skeuomorphic Design – Skeuomorphic Design is a design language that uses realistic textures, materials, and visual cues to mimic real-world objects. It is often used in user interfaces for apps and websites to make them feel more familiar and intuitive.
- Flat Design – Flat Design is a design language that emphasizes simplicity and minimalism. It is characterized by the use of flat shapes, bold colors, and typography to create a clean and modern look.
- Swiss Style – Swiss Style, also known as International Typographic Style, is a design language that emerged in the 1950s in Switzerland. It is characterized by the use of grid-based layouts, sans-serif typefaces, and a focus on clarity and legibility.
- Brutalist Design – Brutalist Design is a design language that emphasizes raw, unpolished, and industrial materials. It often features a lack of ornamentation and a focus on functionality over aesthetics. It is often used in architecture, web design, and graphic design to create a sense of boldness and authenticity.