Speaking of Tencent, most designers still recognize their experience design.
So, what is so good about Tencent's design? How can a company with such a large scale handle the relationship between various product design styles? What other experiences stood out to you?
Today, Da Ya will analyze it with everyone.
What are the factors that affect the design experience?
There are many factors that affect the design experience, ranging from the shock of the entire brand to the touch of a detail. Below, I will analyze the design of Tencent's products from three dimensions:
brand;
quality;
Innovation.
1. Brand
Needless to say, everyone knows the importance of a brand to a product or company. Then, from the establishment of the brand to the use of the brand, designers usually consider 3 aspects:
Brand unity (enhancing user minds);
Brand differentiation (different from competing products);
Brand continuity (brand gene expansion).
(1) Unity
There are many large-scale products on the market, such as: Tencent, Alibaba, Baidu, NetEase, etc. They all have very rich product groups, so how do they unify their brands?
Companies such as NetEase and Baidu use a lot of brand colors to enhance users' awareness of brands. For example, NetEase's products are mainly red, and Baidu's products are mainly blue. In this way, the intuitive feeling is very unified.
However, it can be seen from the picture below that Tencent's color application is wider and more diverse. Haven't they considered the uniformity of the brand?
In fact, through research, it can be found that their color use still has rules to follow. For example, the use of blue is generally a product that reflects security and authority, such as: Weiyun, Mobile Manager, QQ Security Center...
The use of yellow is a product that reflects entertainment, youth, and positivity. For example: Qzone, Interest Tribe, DOV…
The use of red is a product that reflects fashion and enthusiasm. For example: flash coffee, national K song, happy landlord...
Therefore, it can be seen that Tencent has standardized the granularity of "unity" to a smaller size, giving different types of products more room to play.
(2) Differences
We all know that bigger companies tend to be more conservative in their designs because they face the constraints of branding or design norms.
According to the market environment of the product and the user group, Tencent will allow designers to jump out of the norm and make greater differences, so that the design has enough room to compete with similar products on the market.
For example, during the audio product war in 2014, there were many audio products on the market, but overall, it was difficult to see the difference, as if it was made by an outsourcing company.
However, Penguin FM, with its unique visual brand and innovative design interaction methods, takes a differentiated route, making it well known and remembered by people.
(3) Continuity
Speaking of Tencent, everyone will think of their "Penguin" image. This is also the success of their brand, because the full continuation of the b2b data brand gene on the product will enhance the user's brand perception.
Below are some logo explorations that incorporate "Penguin".
And, through the combination of brand and offline activities, make consistent promotion.
Therefore, Tencent's products in terms of brand are: extracting commonalities , reducing granularity, and unified processing according to different attributes; highlighting individuality , according to the market environment, giving design more room to play, making designs that highlight individuality, so that products stand out; continuation Genes , to make a better continuation of their own brand genes, and enhance the user's brand perception.