Have you ever experienced a sense of recognition instantly after opening an app or a website? That’s how effective a Design Language System (DLS) is.
A design language system, in its simplest terms, is a set of rules which allows developers and designers to ensure that they give users the same experience across different devices. It can be viewed as a toolbox that has all the essentials for making a compelling visual presence and maximizes the ability of people to move from one area to another in their application with ease.
What’s the point of having a DLS? Picturing this would help understanding this better; consider assembling a jigsaw puzzle. It would be extremely difficult if every single piece appeared unalike since the complete image would be obscured. A DLS supplies the correct pieces together enabling a consistent and pleasant experience for the users.
Airbnb is one example of a brand which has an effective DLS according to me. They have effectively established a design language that is in line with their brand and users expectation. As a result, their use of consistent color palettes with the required typography and iconography elevates the platform experience while making their service easier to use. It’s amazing how such design choices can foster trust and a sense of community which is the essence of their brand.
What is a Design Language System (DLS)?
So, let’s dive a little deeper into what a DLS actually includes.
A design language system typically consists of several key components:
Color Palettes
All designs must have a color scheme fully developed within the business style framework. They serve as beating hearts for designs, conveying emotion and providing action clues to the users. For example, I’m sure that the color red for Coca-Cola is not just a color. It is an emotion, a sense, a feeling. Determine Business Style which comes with a DLS, provides instructions regarding a specific palette for a brand including both primary and secondary colors along with different shades to minimize the miscommunication among the designer and other stakeholders.
Typography
Start your thinking with a ton of style. When it comes to your typography, there are many things to consider, not only readability but the weightage too. A DLS will define how the font hierarchy is built including the font type, font size, weightage, and spacing for different sections like Headings, Body Text, and others. For example, Google is a company, has a typography strategy that fits within the architecture of the company: simple and easy to read but reflects business identity.
## Iconography
Icons are very small and yet effective visual communicators, which help users of an interface navigate through it. The creation of a clear set of icons in a DLS encourages uniformity, but also helps users with understanding what the functionality of your product is. In this regard, one can consider the example of Apple. The meaning of their icons is perfectly illustrated and can be lost in translation, which avoids any negative effect on user experience.
A DLS must be followed during the designing or development of a product as it acts as a template for users to follow, making it easy for everyone working on the design to grasp the intended parameters. It’s like using a defined or common vocabulary that avoids the users from getting their wires crossed and allows their imagination to operate in an assigned area.
## The Benefits of Implementing a Design Language System (DLS)
Enhancing brand consistency
Branding is one of the areas that many companies invest greatly in and a good advantage of a DLS is that it greatly promotes branding. This is because it offers a certain visual consistency to the users across many platforms be it a mobile app, a website, or printed materials.
Let’s consider Slack. Because of their DLS, any immersion with the brand, through the website, the application or even the marketing materials, enables for easy brand recognition. Such consistency not only adds to their brand image but helps build user trust. In familiar design elements people are able to connect closely with the brand and feel relaxed.
Improving Collaboration
A DLS in conjunction with the development team fosters and improves the collaboration between design and development teams. Since every one understands what is expected with the design system and there are guidelines to follow, it minimizes more misunderstandings that prolong the design process.
I clearly remember this one project where thje DLS was not present and there was tension between the design team and the developers because there were different versions of design elements, oh how I hated that!!! After we put down DLS as a point of focus the scenario was completely different. There were standard rules for everyone to adhere to, and the meetings became more proper.
Take one of our designers who came up with an awesome new icons which firmly followed DLS for example. After the developers used those icons, it was like a fresh air boom – all of it seemed to fall into the right place and it made the whole workflow very simple and smooth.
Accelerating the Design Process
The introduction of a DLS can considerably advance the process of design. As soon as the designers and the developers have a recheck on the already established guidelines, they will take less time deliberating the visuals and more time into development.
In one of the projects, we had the time challenge of rolling out new capability. With the use of the DLS, we were able to reduce the design phase to less than a week. The team already knew the color scheme, typography, iconography that was required, and this made it easier to perfect the user experience without having to debate about design.
A DLS that is well constructed is a great pressure alleviating tool for every design as it helps in completing the projects on time without compromising on user experience.
Notable Components of an Effective Design Language System (DLS)
Visual Design Principles
Whenever there is visual design, I would say that the principle of consistency is the elastic that binds it all. It is not just glamour and aesthetics; it is about establishing an image that is easy for users to trust. Picture a scenario whereby you enter a shop and the shelves have a random assortment of colors, styles, and fonts, make for a pleasant shopping experience? I doubt so.
Through my experience, I believe that good color and typography can work wonders for a brand. To illustrate, when me and my team were able to help rebrand a coffee shop, I recollect we had selected warm colors that gave a sense of comfort and recalls the notion for community. Soft-colored earth tones, which were based off of their natural products, reinforced their philosophy right from the outset. The same can be said about the fonts we produce; selecting the proper type can mean the difference between a well-received message and a poorly received one. A typeface is much more than just a means of reading – even the most straightforward of messages sets the tone of the material being presented to the audience.
Think about how, for example, Spotify has developed a strong brand identity using the same typography and color in all its graphics. Their energetic and creative nature is embedded in their design – in addition to its practicality, the interface is fun to use. Brands can establish a certain visual style that allows users to always return by following certain guidelines.
Documentation and Guidelines
Now, lets discussed how to document this. A design language system is incomplete without appropriate documentation. It acts as a handbook to both designers and developers providing instructions on how the visual elements should be used. Without it, it’s easy to lose your way among all the brilliant visions.
Salesforce is a case that is impossible to forget. Their DLS documentation is way too extensive as it contains detailed illustrations and how-to use guidelines for every single design element. I am reminded of one project when we were facing challenges in how to interactively represent the data. Because of their well documented guidelines, we were able to modify our designs as per the systems that they had already developed, which not only could save us a lot of time but a much better product was the ultimate result.
Any document that is effective must be straightforward and within reach. It is similar to recipe instruction – if it is too complicated, it is unlikely that anyone is going to attempt it. Notion or Confluence are great ideas for designing a single source of truth for all the design assets and rules so that everyone in a team can access and search for what they are looking for efficiently.
User Experience Considerations
Now, let’s take a step further to understand how a design language system affects the user experience. A DLS is not only focused on beautification of a product, rather it must be integrated into how users will use the product. When the parts are the same and can be expected, it is easier and nearly automatic for users to browse.
I have witnessed how much a user can affect a DLS, even if that is just one user. First-hand witness, while fixing an e commerce platform, I collected users’ feedback in which they mentioned issues with comprehending the navigation. After further investigation, we contacted some user commentators and discovered that certain iconography was not specific enough. The icons were redesigned and made more simplistic, and user satisfaction increased greatly after the launch of the new version.
In truth, a user experience is all about knowing the people using your product and knowing how to satisfy them. Keeping asking for feedback or revisions helps your DLS design to be up to date and functional.
How to Make Your Own Design Language System
Design Audit
Establishing your own DLS starts with a design audit. This involves checking the existing design elements and determining what works and what doesn’t.
For instance, What about the usable color palettes, typography and images? Are they all properly developed for different kinds of interfaces and relative to the company’s image? There was a startup I had once partnered with that had a very appealing icon while its color for the page and promotional items was mixed. The same us was carried in a forensic approach and the sharp edges were verified and a better direct message identity was defined.
Determine the shortcomings in the consistency by collecting your teammates as well as user feedback, as they may be able to give you some insights that you might miss out otherwise. Sometimes even other stakeholders may be able to provide information that you may easily miss altogether since they have a different perspective on the situation. Other times, a new perspective on familiar issues may help point out things that have developed to be out of focus for you.
Core components
After the audit has been conducted, the next step will be listing out the core components for the DLS you will be creating, in other words designing the language elements. There is a lot of effort in considerations in selecting parts that are needed to be constructed to set up the dls.
Make it a practice also to solicit key stakeholders’ opinions regarding such matters. When we were tasked with creating a DLS for a longtime active charitable foundation, we united designers, programmers, and some owners into the meeting and asked them about their perspectives. Being assisted in this manner during the different phases invoked feelings of ownership among all which led to producing a DLS inspiring the institution’s agenda.
It is necessary to spend some time bearing in mind the aspects toward which the maximum leverage is likely to be directed. It may be brand related – color, typography, and even image styles, or even audience related designing elements.
Writing it all Down
Finally, let’s take a look at the best practices surrounding DLS documentation. Well written documents are usually precise, and organized. It should encompass a wide range of content that anyone would require to perform a task among design projects.
First things first, begin by ensuring that your documentation is neat. Related items should be placed together and try including visual representations wherever applicable. Remember, a picture can be more effective in conveying some elements then written descriptions to explain how they need to be used.
Also, consider using something like Figma or Adobe XD for your interactive documentation. Those allow you to generate live design libraries so that your designers can easily pull what they need into their works.
Keep in mind, your DLS is a constantly updated document. Update it as often as needed for example if your brand undergoes changes or new glamorous designs are developed. Such updates will make sure your design language remains current.
FAQs
What is the point of having a Design Language System DLS?
A Design Language System DLS is aimed at providing a comprehensible visual and functional language, a particular design of the brand liaising all of its design elements.
It can be compared to DLS with a design of a house. Imagine trying to build a house without a strong foundation, everything seems slightly unanchored and uncoordinated.
They individually may spend many hours designing a website, or an app, or even brochures but with a DLS all these items would seem like they are belonging to a coherent story and not just random descriptions.
Such coordination is fundamental today when people communicate with brands in a variety of ways.
Imagine launching an application with a user interface that is contrary to how the website of that same brand looks. It can create some confusion and mislead the users.
By adopting a DLS, businesses can ensure that they have a unified voice and take visualization further, which makes it simple for users to identify and interact with them.
Who ought to take part in the definition of the DLS?
Defining the DLS is a team effort. A number of stakeholders in the company should be included.
At a minimum, you’re going to want designers and developers to make sure the visuals are attractive and the experience is pleasing.
Don’t end there — add product managers, marketers, and customer service employees.
Each role has its own specifics and would have its own functional requirements regarding the DLS.
I recall collaborating on a product with a tech company and we allowed the sales department to join our brainstorming meetings.
Their insights regarding customer choices were critical in guiding our decisions around icon and type designs.
This ensures that the DLS you develop will work in ensuring the goals of the entire organization are realized effectively by incorporating a variety of perspectives.
How often are organizations expected to revise a Design Language System (DLS)?
The DLS is not a one-off task and requires an organization to give its proper maintenance and due updates.
All your Design Language Systems should remain relevant as long as user needs and trends keep changing and It is advisable to check in every year with your DLS given it evolving nature. This for once doesn’t have to sound like the death of all good things, It could be as easy as changing colors or typography to better fit new brand guidelines. You could also take out time to gather user opinion which could change your DLS significantly. A good transition for this is if a user tells you that they found the navigation elements confusing, It’s time for a design update. I think living and breathing DLS is crucial to ensure that your brand image doesn’t get stagnant. But the real question is Can a small company benefit from a Design Language System (DLS)? The answer is of course! In today’s world of technology there seems to be bias where people think that there are only large companies that have a DLS, which is completely false. From the very early stages of a business small companies so have a chance to have a DLS in order to build a strong brand. For instance, during my time with the bakery startup, we created a decent DLS even when it was small, comprising a few color schemes and typefaces alongside logo usage policies. This changed the game for them and their competitors as they all of a sudden had professional marketing materials.
A DLS ensures that small businesses convey their values as effectively as possible, meaning that each piece of content created for them is in line with the brand.
Furthermore, starting early with a DLS is a great investment into the future of the company.
Summary
Every internet user is aware that the world of design has changed and evolved technology such as Design Language System have come up that ensure uniformity in all the interactions of the particular brand.
A DLS is not in any way a set of rules that one is to follow; instead, as we’ve examined, a DLS is a significant investment into the brand and improves the brand’s interaction with users.
In case you think of DLS’s as something that you wouldn’t like to implement, I suggest that it is something worth the time to deeply consider.
Regardless of whether it’s your first DLS or the tenth one, it makes your business effective by optimizing its design and aids in shaping the overall image of your business out there.
It will be interesting to know how DLS’s are built and what questions arise in the process of creation and utilization of one.
I would love to hear your views on this topic, please do put your comments here.
In doing so, we can build a language that is designable, capable of engaging users in every way possible and deeply meaningful.
