Eleven years after its initial announcement, Google has introduced its third major revision to Material Design, dubbed Material 3 Expressive. The new design system is the company’s most “researched update” ever, promising faster navigation and more intuitive interfaces. However, it also marks a shift towards a more maximalist approach, embracing bolder colors, playful animations, and overt design elements.
According to Google designers, Material 3 Expressive aims to connect with users on an emotional level, rather than just providing functional functionality. The new design system features rounded components, larger buttons, and more expressive animations, which were found to be preferred by Gen Z users in a study involving over 18,000 participants.
The evolution of Material Design
Material Design was first introduced as a way to codify Google’s approach to design, drawing inspiration from light and paper. However, over the years, it has undergone significant changes, shifting from its ambitious roots towards more minimalist approaches. In 2021, Material Design pivoted towards personalization, allowing users to customize their phone’s color palette and typefaces.
The new Material 3 Expressive system takes a different approach, focusing on expressive design that celebrates individuality. This shift is seen as a response to the current era of social media platforms like TikTok, which prioritize self-expression over minimalism.
Testing and validation
Google’s design team has conducted extensive testing and validation, involving 46 studies with hundreds of designs and over 18,000 participants. The results show that Material 3 Expressive is faster to navigate, with certain actions taking up to four times less time than before.
While some critics may argue that the new design system prioritizes style over substance, Google’s data suggests otherwise. The expressive end of the Material Design system was preferred across all age groups, and older adults were found to be just as proficient in using the system as younger users.
In conclusion, Google’s introduction of Material 3 Expressive marks a significant shift towards more maximalist design approaches. While some may argue that this is a return to an era of expressive design, it also represents a response to the current state of social media and technology.
Source: https://www.fastcompany.com/91333562/google-maximalist-new-material-design-kit