Everything you wanted to know about Google Material Design (Part Four)

Everything you wanted to know about Google Material Design (Part Four)

In the final part of our four-part series on Google's material design, we explore how typography, text and motion come together as the final elements of Google Material Design. If you haven't already seen the first three parts of our four-part series, you will find them here: part one, part two and part three.


Roboto is the standard sans-serif font that is used across all Android devices for English language text. Roboto has dual strengths. It is geometric and angular, but it has open curves that enable the delivery of emotion. Roboto works as a 'friendly' font, and has been described by Google as 'modern, yet approachable'. It has been refined for use in Google's material design, making for a slightly wider and rounder font. Google says that this provides greater clarity but also makes the typography 'more optimistic'. 


Writing in the form of text needs to be clear and easily understood by anyone. This is why typography is critical. There are other critical elements that fall into the writing or text category. These include tone, capitalisation, punctuation, and UI button text. Writing follows the Associated Press (AP) guidelines across all of Google Material Design products. This means that it is concise, simple and direct. 

Text should be minimised where possible. At all times, smaller chunks of writing are better than larger paragraphs. Keep it simple and short. Limit the amount of information to what is necessary. For example, 'message sent' is preferable to 'your message has been sent'.


We finish on motion, which is a huge part of Google Material Design principles. Motion is beautiful and fluid. It illustrates function, space and intention. It is responsive to touch or interaction, and the concept includes everything from ink ripples and page changes. Google Material Design, like other elements, bases motion principles on real world physics. Therefore, motion should respond to things like pressure, speed and force. Motion should be cohesive and simple, and demonstrate hierarchy and meaning. 

For more information on how motion, text and typography can influence how your customers experience your brand, talk to iFactory. We are one of Brisbane's leading digital agencies. We have helped hundreds of businesses put together smart web-based solutions that strengthen their brand. While Google Material Design may be new, we have been harnessing the principles of great design since 2004. Call our award winning team to discuss how we can implement the elements of Google Material Design to drive your brand forward.

Check out the Google site on Google Material Design.

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