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To Develop a Design Language (or Not)

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The Design Imperative

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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.

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Notes

  1. 1.

    The “Porsche Design DNA” video that describes Porsche’s design language can be accessed here: https://www.youtube.com/watch?v=PKeKql1AYNY#t=12.

  2. 2.

    Details regarding BMW’s design language can be found here: http://www.carbodydesign.com/2012/05/bmw-design-dna/.

  3. 3.

    The press release for Nissan’s V-Motion 2.0 design language can be accessed here: https://www.nissanusa.com/future-and-concept-vehicles/vmotion-autonomous-car/.

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Authors and Affiliations

  1. Department of Marketing Mihaylo College of Business and Economics, California State University, Fullerton, CA, USA

    Steven Chen

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  1. Steven Chen
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Chen, S. (2019). To Develop a Design Language (or Not). In: The Design Imperative. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-78568-4_5

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