A design language or design vocabulary is an overarching scheme or style that guides the design of a complement of products or architectural settings.
Designers wishing to give their suite of products a unique but consistent look and feel define a specification for it, which can describe choices for design aspects such as materials, colour schemes, shapes, patterns, textures, or layouts. They then follow the scheme in the design of each object in the suite.
Usually, design languages are not rigorously defined; the designer basically makes one thing in a similar manner as another. In other cases, they are followed strictly, so that the products gain a strong thematic quality. For example, although there is a great variety of unusual chess set designs, the pieces within a set are usually thematically consistent.
Sometimes, designers encourage others to follow their design languages when decorating or accessorizing.
In automobiles, the design language is often in the grille design. For instance, many BMW vehicles share a design language, including front-end styling consisting of a split "kidney grille" and four circular headlights; in Volvo vehicles with their diagonal grille and their headlights called "Thor's hammer"; Kia uses "Tiger Nose grille" ; in Geely vehicles uses the "cosmos grille"; and in Nissan they use the Vmotion front. Some manufacturers have appropriated design language cues from rival firms.
- Aero Sculpture
- Athletic Elegance
- Solid Wing Face
- Fluidic Sculpture
- Sensuous Sportiness
- Quiet Flight
- Sensual Purity
- Dynamic Shield
- Dynamic x Solid
- Keen Look
- Brunner, Robert; Emery, Stewart; Hall, Russ (2009). Do You Matter?: How Great Design Will Make People Love Your Company. Pearson Education. pp. 157–72. ISBN 978-0-13-714244-6.
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- Winograd, Terry (1996). "Bringing Design to Software". Stanford HCI Group. Retrieved 22 February 2014.
- Patton, Phil (2011-05-20). "Mazda Designers Abandon Nagare, Embrace Kodo". The New York Times. ISSN 0362-4331. Retrieved 2019-12-22.
- "Explained: Mitsubishi's Dynamic Shield Design Philosophy". The News Wheel. 2016-07-20. Retrieved 2019-12-23.
- "DYNAMIC X SOLID: Subaru's Global Architecture Explained". The News Wheel. 2016-07-19. Retrieved 2019-12-23.
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