Design Language
The shared rules that make a world feel consistent
Also known as: Visual language · Art direction style · World design language · Faction design · Consistent style · Visual identity game
Definition
A design language is the set of shared visual rules that makes the characters, props, architecture and effects of a game look like they belong to one world. It covers shapes, proportions, materials, colors, level of detail and ornament, and can differ between factions, cultures or biomes. A clear design language makes a world recognizable and its elements readable, and lets many artists work on the same game and produce a consistent result.
In production
Document it in an art bible with examples, such as shape rules, a palette, material guidelines and dos and don'ts, and create a few reference assets that new work is compared against. Concept art defines the language and 3D, texturing and VFX follow it. When adding new assets, check them next to existing ones in the engine, since consistency matters more than any single piece.
Learn Design Language in
Tools that use Design Language
See also
Shape Language
How basic shapes communicate personality
Color Script
Color plan for a story or a game
Mood Board
Collected references that set the look of a project
Silhouette
The readable outline of a shape
Stylized PBR
PBR with cartoon art direction
Modular Kit
Reusable building blocks for environments
Art Director and Lead Roles
Who decides the look and who manages the team
Outsourcing Studios
Studios that produce art for other game companies