7. Your Products and Services Are Talking to People

How to make sure that they’re saying the right thing—What is a design language?—Why is it important?—Thinking strategically.

You decide the primary family auto has been a good and faithful servant but it will soon be hitting its high-maintenance years, so you drive out to your city’s motor mile, and wrestle your car’s way through Saturday afternoon shopping traffic to where a string of various dealerships line the road. You start down the access road and glance into the lots, unaware that each suite of products is having a conversation with you, each brand making a design promise. What you are experiencing is design communication, a.k.a. as design language, and the most successful suites of ...

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