To Develop a Design Language (or Not)

Steven Chen
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Steven Chen: California State University

Chapter 5 in The Design Imperative, 2019, pp 71-86 from Springer

Abstract: Abstract This chapter uses the automotive industry to explore the advantages and limitations of developing a design language. A design language is an overarching visual style that unifies an organization’s products and brands under one umbrella. While a design language may be a vital component of a firm’s strategy, using a design language to unify the brand carries significant risks. If the design language does not resonate with consumers, a decline in sales could result. Findings from the branding and consumer behavior literatures shed light into design language issues.

Keywords: Language Design; Brand Architecture; Atypical Design; Gestalt Level; Brand Line (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-78568-4_5

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DOI: 10.1007/978-3-319-78568-4_5

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