Google’s material design

Google has launched its new design guidelines called “Material Design”. The name caught my attention, since I’m convinced, as visual designer, that observable pixels are really material to play; that is, to create user interfaces. What’s the possible meaning of this called design language?

Well, I bet that my understanding of observable pixels as actual material is not new or unfamiliar to other visual interaction or information designers whatsoever. Also the principles that lead material design. Yet, Google takes advantage of this metaphor to easily convey the role of visual design in systems design, interaction design, experience design, or whatever name you want to pick. Besides, material and design is a hot topic in Human-Computer Interaction research. I think that Google is not saying something new. However, by talking about material, Google attempts to foreground the value of the interface in the success of their products. This is not a naive viewpoint. It represents a Google’s stance before its competitors; in particular, I’d point out to Apple. Hence, material design is a business strategy, similar to others in the last decade, in which design is a marketable entity that is supposed to make a difference. A design-laden discourse that is getting worn out more and more.

Illustration for the principle of meaningful motion in Google's Material Design guidelines
Illustration for the principle of meaningful motion in Google’s Material Design guidelines

Don’t get me wrong though. I think material design is both appealing and useful for the Google’s IxD/UX community. Yet, I glimpse material design as that medium by which Google can create this design-driven cult, à la Apple. It’s unavoidable. Steve Jobs as the material signifier of profitable design for technology is gone. It’s a tough war out there. And Google of course that wants a big piece of the mobile apps cake.

Illustration for the principle of emphasize actions in the Google's material design guidelines
Illustration for the principle of emphasize actions in the Google’s material design guidelines

As a HCI researcher interested on metaphors and visual design for interfaces, these are my quick insights from this case:

  1. Metaphors are effective. Moreover, they can help to unify concepts and actions that are supposed to be understood already. The simple metaphor of material design is an example of this effectiveness that also shows the benefits at a business level.
  2. Visual design might be an old and many time revisited topic. Yet, it’s necessary to state the principles that will lead the visual design in interaction/experience design. In this regard, I argue for paying more attention to visual design, particularly as study object in HCI.
  3. Visual design might be taken for granted for clients, users, and other stakeholders. Yet, it’s clear that conforming a design language is necessary in the IxD/UXD professional practice to build a branding umbrella. IxD/UXD/HCI pedagogy should take this aspect into account and educate future designers with the better understanding of visual principles, both static and dynamic, and the connections not only with the interface design, but also with other communication aspects, such as branding.

I wonder what my very experienced colleagues think about material design. Cheers!

 

 

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