Designs tagged Business may also carry scores for 19 other feelings. This chart shows which feelings appear alongside Business, and how those associations change as the Business score rises.
HOW TO READ IT
92% · 33 example: 92% carry this tag; their average score is 33. Dashed tag: Fewer than five designs.
BUSINESS SCORE
WHAT THIS SHOWSWhich feelings Google’s taggers also scored for the same designs. Feelings that travel together are not causes of one another, and the tag file records scores, not reasons.
Two businesses in the same industry can need very different voices. Each identifies two desired qualities, translated into Google's Feeling tags.
Each dot represents a design, plotted by its Business score and its lower score across the two brief tags. The highlighted corner meets both thresholds we set: Business 60+ and brief 50+.
ᯓ➤ Open a business’s DESIGNS tab to see its candidates in the same message, menu or statement, and choose one. Compare the two businesses side by side, or write your own brief.
A design brief describes who a project serves, what it should achieve, and how it should feel. It gives designers criteria for making and evaluating decisions.
For this experiment, each brief identifies two desired qualities, translated into Google's Feeling tags. For example, the hospital's “steady people” becomes Calm, while “be trusted” becomes Sincere.
A design's brief-fit score is the lower of its two tag scores. A font scoring Calm 90 and Sincere 20 therefore receives a brief-fit score of 20. Scores of 50 or higher count as strong.
This simplified method makes trade-offs visible. The translations and thresholds are choices made for this project; they cannot determine whether a typeface is appropriate for a real business.
THE BUSINESSES, THEIR BRIEFS AND THE TRANSLATIONS INTO GOOGLE’S WORDS ARE OURS. ON BRIEFS: INTERACTION DESIGN FOUNDATION (TONE AND “THE DESIRED EMOTIONAL RESPONSE”); WIKIPEDIA, “CREATIVE BRIEF” (“TONE OF VOICE (E.G. SERIOUS, LIGHT-HEARTED, HUMOROUS)”); READ AND BOHEMIA, DESIGN 2012 (PRESCRIPTIVE TO “FUZZY” BRIEFS); NIELSEN NORMAN GROUP (“NO MORE THAN A HANDFUL OF TONE WORDS”).