Perception and interaction

A color is more noticeable when it has a name.

For example: blue.

The English word “blue” is the only word available to describe any shade of blue without an adjective. Sky blue, navy blue, royal blue, light blue and so on. But it’s common in other languages to describe shades of blue using different words. The Spanish word “azul” means blue in the same way an English speaker says blue, but Spanish also has “celeste” to describe a light blue. This means native Spanish speakers have a better understanding of shades of blue in the world.

This study shows that Spanish speakers can distinguish between shades of blue better than shades of green. Simply put, if you grew up speaking Spanish, you see blues better than other people.

Design is a language because it comes with rules. Designers don’t rely on “blue” to describe a specific blue. We use color codes, names, swatches, and palettes. To make adjustments to a blue, we need to know things like hue, saturation, brightness, tone and value. A designer will consider the contrast of a specific blue with other colors, the balance of that blue in the overall design, and the emotions this blue evokes. Factors like the product’s purpose, target audience and cultural context are part of design language. The language of design consists of product strategy (structure and style), interaction design (touch and engage), and visual identity (look and feel).

The way we understand the world and the way we interact with things in it is mediated by language and design. The language we use will influence the way we design and the designs we create will change how we think. Design and language are two sides of the same coin.

Everything is language. Everything is design.