Apple’s Apple Intelligence, why is the new Siri designed this way?

Apple's aesthetics are also criticized one day.

At last week's WWDC, the cartoon pictures generated by AI were so ugly that even the demonstration was visible to the naked eye.

▲ Left: Apple Intelligence, right: new version of Siri

At the same time, the colorful logos of Apple Intelligence and the new version of Siri have also aroused some questions: Why are they similar to Microsoft Copilot? What Jobs said back then still rings true: The only problem with Microsoft is that they have no taste.

▲ Microsoft Copilot

To put it another way, with high emotional intelligence, this time Microsoft and Apple have the same vision, and both are good.

There are more and more AI products, and they are getting closer to us. Technology companies are racking their brains to think about how to use design to convey that this product is empowered by AI, and users are interacting with AI functions.

At present, the answers can be roughly divided into two schools. One is more rich, colorful and rounded like Apple and Microsoft, and the other is simpler colors, more abstract shapes and more advanced like OpenAI and Perplexity.

Friendly, friendly, really friendly

Have you noticed the “face” of the AIs you get along with every day?

We wrote an article before about why AI products like to use "four-pointed stars" as their logos .

There are two main reasons behind it. First, the "four-pointed star" has a bling bling effect, which makes people feel friendly and joyful. Second, the "four-pointed star" can be extended to "magic", reflecting the magic of technology while ignoring technology. Black box, use a certain function with one click and the problem will be solved.

The new version of Siri seems to have a similar awareness. In the future, when we interact with it with an iPhone 15 Pro or above, a circle of colored light will light up on the edge of the screen, which also has the flavor of "magic" special effects.

Humans in the past did not understand electricity and called arcs during storms magic. When AI is also indescribable, it is easier to accept the metaphor of magic.

From this perspective, the logo is not responsible for explaining what AI is, but for shaping the feeling that AI brings to users. The more unfamiliar a concept is, the more approachable it should be.

Therefore, we can see that although the design styles of each AI product logo are different, the basic ideas are still the same – friendly, daily, inclusive, humane…

Some highlight colors, such as Microsoft Copilot, which is a soft candy color that is naturally friendly and corresponds to its own slogan – "your daily AI companion."

Some outline shapes, Meta AI, using gradient circles to reflect that AI assistants are faster, smarter, and more interesting than ever before, flowing in Zuckerberg’s social product universe. Tencent's Yuanbao also has a "round" appearance.

It can even be personified. Douyin's bean bag has a down-to-earth name and a cute 3D cartoon female avatar as its logo. It is positioned just like Douyin and is suitable for people of all ages. It is suitable for people who are interested in AI but don't know much about it.

In addition to launching a new logo, Apple also played a word game at WWDC, giving a new interpretation to the old word "AI" and changing Artificial to Apple.

But the truth is still the same. Apple smart sounds warmer than artificial intelligence and has nothing to do with cold-colored circuits, chips, and machines.

In short, AI cannot be the villain in science fiction movies, such as the "Red Eye" HAL 9000 in "2001: A Space Odyssey".

Every logo tells a story

There are also naysayers who say that these designs are too childish, like children's animations, and not serious and professional enough.

To each eye, OpenAI and Perplexity are another style, focusing more on showing the professionalism of the product and the possibility of AI.

Perplexity's logo is like an open, endless book, which is in line with the positioning of AI search as an Internet portal and highlights Perplexity's own characteristics – search, summary, respect for facts by citing sources…

At the same time, Perplexity packages the interface like light yellow paper, deliberately distinguishing it from traditional technology products. Pi, a chatbot with super high emotional intelligence, also has this style, shaping the chat like pen pals writing letters to each other.

OpenAI's logo is a stylized hexagon, also like a vortex, and has a common language with Tongyi and DeepMind.

I asked GPT-4 to explain its meaning, and its answer was that this logo uses intertwined patterns and interlocking lines to symbolize the collaboration and connection between AI and humans, as well as the complex nature of AI, conveying harmony, balance and innovation. Feel.

Although it is still very abstract, it is much better than the logos that were casually typed out in Word a few years ago.

OpenAI's website is also packaged in a stylish way. It used to be abstract AI-generated pictures, paired with warm-toned portrait photography with shallow depth of field.

Recently, it has been fine-tuned to decorate the facade with a style similar to oil painting, making it appear more literary and artistic.

In fact, the overall visual style of OpenAI was redesigned by a creative agency at the end of 2021.

This timing is very delicate. In early 2021, OpenAI released the Vincentian graph model Dall-E, and plans to release ChatGPT in 2022. They must tidy up their corporate image and stand on the stage to face the public.

Therefore, OpenAI’s overall transformation idea is to “need both”—it must not only show a human touch, but also clearly convey the concept of artificial intelligence.

What is very interesting is that from books to art, the humanistic colors of OpenAI and Perplexity are a bit "retro".

How to give users a sense of comfort and security, intuitive colors, shapes, and personification are one way, and nostalgia is also effective.

This "nostalgia" is also reflected in the way the product is used.

Perplexity looks like a traditional search. You know how to enter a query. The conversational interface designed by OpenAI for ChatGPT puts simplicity above all else. Each interaction is self-explanatory and requires no instructions, which lowers the threshold for users to get started.

A logo does not exist in isolation, but together with other designs, serves the user's good feeling of using a product.

From niche to mainstream, AI is becoming the product itself

We are accustomed to using icons to identify functions, such as a magnifying glass for "Search", a gear for "Settings", three dots for "More", and a downward arrow for "Download".

However, so far, AI has no agreed-upon representation.

On the one hand, AI is too broad a concept. When we talk about AI, we may be talking about Douyin’s Guess You Like, Meitu Xiu Xiu’s P-pictures, or we may be talking about chatting with ChatGPT and using Midjourney to generate text from text. picture.

On the other hand, AI in the past was often used as a function, quietly embedded in products, such as recommendation algorithms and P-picture options.

But now, AI itself is an independent product, as well as a product promotion point, such as ChatGPT, PS, and PR, which are a series of functions added by generative AI.

AI has always been around, but we’ve never sensed it as clearly as we do now. If it were you, what logo would you use to represent AI?

James I. Bowie, a sociologist at Northern Arizona University, made a very interesting discovery.

American logos related to AI appeared in the 1980s. At that time, companies liked to use abstract heads, Escher-style triangles and stripes to highlight the concept of intelligence. In particular, the stripes may be imitating IBM, the giant at the time.

However, in the past decade or so, the human-related elements have been reduced, replaced by simple robot shapes, such as those taken from the Android logo and "Wall-E".

It seems that no logo is created out of thin air and is more or less influenced by giants, industry trends or even science fiction works. At the same time, our interpretation of a certain sign is actually based on our existing understanding of certain elements.

It has to be said that the current AI logos still require deliberate "reading and understanding". If they are not explained, we will only feel "that's it" or "not understand the meaning."

The purpose of a sign should be to convey the meaning as clearly and universally as possible so that we can understand it without relying on text or language. According to this criterion, there is no successful example in AI logo.

On the other hand, the AI ​​logo is more suitable as a mirror to let users understand the mission and values ​​of the company. Those colorful icons have a little bit of a flattering meaning, actively providing emotional value, and it is not easy to associate with negative words such as "change the sky overnight" and "stealing jobs".

This is a soft power competition other than benchmark testing. It is similar to where each AI manufacturer places its advertisements. Is it Xiaohongshu, which has many female users, Bilibili, which has many students and part-time workers, or Douyin, which also covers middle-aged and elderly people? .

People rely on clothes, just like gold. In order to make more people willing to use it, AIs must also consider what kind of skin to draw.

It is as sharp as autumn frost, and can ward off evil disasters. Work email: [email protected]

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