Branding and New Relationship between UI / UX Design (3) ?1. Mood board MOOD BOARD ?2. Design language DESIGN LANGUAGE ?3. Future design FUTURE DESIGN
In this brand method column, I would like to think about UI / UX design in branding. Last time, how to express the corporate brand through the look and feel of UI / UX design such as applications, points to note, marketing, designers, programmers, people from various positions I looked at design language, which is the common language of
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This time, which is the last of the three series, I would like to explore important viewpoints and future directions in developing UI / UX in the future.
? The most important point of contact between companies and users Apple is always cited as an example of a strong brand, but UI (user interface) was also the starting point for Apple.
For corporate brands, PURPOSE and CAUSE are the starting points for their activities. Apple has increased the creativity and potential of everyone by bringing computers to the personal market and making it easy for everyone to use. Apple has been committed to the design of graphic user interfaces (GUIs) since the early days of PCs so that users can use computers more freely.
That is the age of smartphones, and the distance to users will be further reduced, and the contact time will well exceed other media. The success of Apple is not only product design and charisma of Steve Jobs, but also the inquisitive exploration of UI and the aesthetic sense of UI directly gave users satisfaction and strengthened Apple's current position I think it ’s a factor.
Apple: A single home button that symbolizes a beautiful and simple UI / UX
? “Beauty” aspects required for corporate brands Not only Apple, but especially Western brands, their “expression (VI)” is thoroughly managed. Why is it necessary to manage such expressions, in other words, “beauty” in brands, companies, and businesses?
In an experiment conducted by the University of Michigan targeting website design, it was revealed that people make a final decision on the appeal of design in less than 0.5 seconds (Reinecke 2013). According to the research, the first impression will not fade after that. Even if you ask for opinions about the ease of use and reliability of websites and products over time, it will be affected by the first impression.
From product design, advertising, storefronts, staff there, or CEO behavior through publicity, all the output will form a brand. Needless to say, it is necessary to pay close attention to the accuracy of “good / bad” visual information that can easily affect human judgment .
The Toyota Visual Identity System: Typography Over View
? “Quality” of UI beyond usability Now, I've said that for companies, UI is not just a control panel or display for transmitting information, but an important point of contact (UX: user experience) to experience the company brand. .
From that perspective, how can you provide emotional experiences beyond “ease of use” in the future? I would like to list three points that can be helpful.
1. Thoroughly improve graphic design completion
BMW: 2019 BMW 3 Series Cockpit UI Design
According to the review at the link above, “The fully digital BMW operating system 7.0 focuses more on drivers than ever, especially with improved speech recognition and gesture control. In the future, additional features and services can be downloaded, and with the new BMW cockpit, the brand gives customers a more personal, intelligent and consistent experience .
The UI design is realized with high quality, from the selection of typefaces to maintain brand consistency, the selection of design forms, the selection of colors, the formation of icons, and the details of graphic design.
2. Operation feeling appealing to the five senses
Microsoft: Motion for UWP apps
The UI is not only visuals that control visibility, but also interactions (reactions) that control operability, transitions (trajectories), and accompanying sounds and vibrations. By combining visual, tactile, auditory, and other elements, it is necessary to provide “comfort” to the user who will eventually operate through “general design” that is not so-called comprehensive art .
3.Emotional UI / UX
Mixed Reality Future: Ben Frankforter's study
Panasonic: Kitchen & Bath China 2019 (Highlights)
How will UI / UX evolve in the future? As mentioned in the above-mentioned BMW, voice assist and voice navigation are regarded as the mainstream of the next UI. In that case, the quality of the response voice is very important. In addition, UI and gesture UI combined with AR as described above are being developed in various fields. Along with the increasing attention to AI and Big Date, I think that the interface to access it will change. In the near future, it may be time to reset the GUI of previous desktops and touch panels and re-examine the UI / UX from a human touch perspective.
? Beauty, elegance, refinement Finally, how can you incorporate aesthetics (art) into your business to build a more emotional UI / UX in the future? I would like to introduce the measures presented by James L. Adams.
problem Measures Little vocabulary to discuss and express issues related to beauty, elegance and sophistication Immerse yourself in elegant, sophisticated and beautiful products and spend plenty of time with the creator. Take art class. Go to the museum. Read design books Frontier spirit, masculine cultural value Recognize what has become a past due to limited resources and population growth. After all, the tradition of the frontier is almost myth I can't understand beauty, elegance and sophistication / I don't know the value Help people understand through training. Discuss the product. Analyzing why there is a difference in the joys brought by products Image of incompatibility with sales and profit maximization Discuss this issue more in-house, especially with the top. Beauty, elegance and sophistication should lead to increased sales and profits “What is a good product?” From James L. Adams
