Apple’s design is well-known for its minimalistic style and clear delivery. Their designs can be seen everywhere, such as online and offline Apple stores, product designs, packaging, and interface designs. One interesting point is that even though the designs continue to change and develop, the fundamental features always remain constant. Apple’s universal design leaves a strong impression on people’s minds.
During Apple’s Keynote events, where they announce new launches and developments, audiences can view the remarkable design principles of Apple.
The latest Keynote event was held on September 10th 2019, and significant changes and improvements were unveiled. Here are the overviews on this Keynote event:
As all Keynote events do, the event started with an opening video introducing Apple. The video for September’s event was created as motion graphics; every iconic Apple product of every generation was introduced through the video, alongside its rhythmic music. The video played a big role in delivering strong messages in Apple’s design.
After the video, Tim Cook, the CEO of Apple, and also the MC of this event, entered the stage and gave his introduction speech emphasizing the importance of hardware, software, and services in the products of Apple.
After his short speech, new features and product releases are introduced by people who took charge in each launch. It was very noticeable throughout the September event that Apple didn’t make significant changes in design but preserved its traditional design style: moderation of texts.
Since 2019, the company’s presentations significantly reduced its textual content but mainly utilised white and bold typography on a black background and minimal layouts of text columns.
Therefore, most of the presentation was done through simple images and graphics. Hero images of their products were also used to introduce new launches and functions added to existing products.
Most presentations we know tend to have overflowing uses of animation functions because people believe they help to emphasize and deliver information. However, excessive use of animations can mess up the entire presentation. Apple moderates their use of animation in their presentations, only using it when there are facts to emphasize or when they want to grab the audience’s interest.
This year, Apple attempted adding new design points in their presentation. For instance, they added colors in achromatic presentations. Essential parts in their sentences were colored for emphasis.
Also, graph designs were added to compare the functions of their products with other companies’ products evidently highlighting their products’ supremacy. Graph designs were neat and concise, consisting just of lines and text.
Most importantly, Apple totally redesigned its ending slide. Keynote presentations per each topic always end by summarizing the entire presentation, through the explanation of their new launches and its performance. Slides of the past organized information around the central image or listed it aside from their products pictures. This was complicated for the audiences to read.
Starting this year, Apple’s final slide contains arranged images with visualized summaries for the audiences, enabling them to focus more on the presentation without difficulties.
Overall, this year’s Keynote event showed significant changes in Apple’s presentation designs. This change was also evident for other Keynote events held in 2019, but the latest event in September played a significant role in changing people’s understanding of their presentation design. Apple’s 2019 Keynotes definitely triggered our expectations for the upcoming event in March 2020. (Although the March Keynote event got canceled due to the coronavirus pandemic.)
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