Video via YouTube Help. All rights reserved.

YouTube has announced that everyone is allowed to preview its new designed website, which is opted in Google’s material design. YouTube said the goal of the redesign is to make the desktop interface more simple and better to highlight content on the site. This video presents a brief introduction of this latest look.

Material design is a design language developed by Google in 2014. It makes use of grid-based layout but more liberally, emphasizing on responsive animations and transitions, padding, and depth effects such as lighting and shadows. Physical materials has visible and tangible surfaces and edges; making shadows on digital material is a way to enhance its visibility and provide meaning about what users can touch.


It has turned out to be a delightful design language and widely praised by designers and technologists since its first appearances, which aspires Google to unite its products under a set of design styles and principles. And now YouTube is getting in. The latest look is less cluttered, cleaner, more minimalist. Video content is more highlighted, call-to-action buttons such as “Subscribe” and “Upload” are more visible and eye-catching. Of course, the redesign aims to refresh and improve YouTube’s usability and user experience. But if we take anything from YouTube’s reformation towards material design, it’s not only about how to change layout, how to use color, how to set animations and transitions; it’s not only about the details of design elements, it’s about how the combination of these details and a united expansive product line create purposeful brand awareness and experience.

Just like Apple and its iOS interface, and like all digital brands, we experience Google by interacting with its product interfaces. A set of deign styles and principles rule out a standardized use of design elements, such as pixels, colors, fonts, and all the elements combine together to create perception and experience of the brands behind them, just similar to the relationship between brand logo and its identity. Google’s material design is not just for aesthetics, it is created with purpose and meaning – it is the presentation and expression of Google’s brand. And the consistency aligned across its platforms and product line keeps enhancing its brand awareness and recognition.

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