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February 27, 2024 Change Awakens a New Era Samsung Galaxy S24 Series Design Story
On the left, you can see the side of the Samsung Galaxy S24 cobalt violet, and behind it is the Galaxy S24 Marvel Gray. On the front, titanium gray is placed vertically with the S Pen.
On the left, you can see the side of the Samsung Galaxy S24 cobalt violet, and behind it is the Galaxy S24 Marvel Gray. On the front, titanium gray is placed vertically with the S Pen.

Opening the new era of mobile AI, the Galaxy S24 series defines what an AI phone is beyond the smartphone.

  • Opening the new era of mobile AI, the Galaxy S24 series defines what an AI phone is beyond the smartphone.

    Samsung Design aspires to innovation with purpose. Leading the era of mobile AI, Samsung Design is focused on essential, intuitive design that understands the user’s purpose, as well as differentiated experiences rooted in innovative technology. Moreover, for us, creating a positive future for everyone through harmonious design is non-negotiable. This is the very direction pursued by the Samsung Design Identity 5.0, Essential ∙ Innovative ∙ Harmonious.

    So far, the Galaxy S series has set the standard for premium smartphones through essence-focused design. Taking one step further, the Galaxy S24 series is set to bring about astounding change within our daily lives, by incorporating the modern age with advanced technology in a user-friendly design. We introduce the Galaxy S24 series design, bringing the future closer than ever through three perspectives: Essential ∙ Innovative ∙ Harmonious.

    Content images simulated for illustrative purposes. Sequences shortened and simulated. Actual UI may be different. Release-product specifications may vary by country, region, model, and carrier.
    Design film A Design film for the Galaxy S24 series.
  • It is a video that expresses the symbolic colors of the Galaxy S24 series.
On the left is the Galaxy S24 Ultra Titanium Black, and next to it is the Galaxy S24 Marvel Gray.

Spotlight on the
Essence

The Galaxy S24 series emphasizes a more robust design, based on simplicity. Free from embellishment, the refined design immerse users in the moment and facilitates peak performance. Let’s take a closer look at the beauty created by its geometrically sturdy exterior and colors inspired by minerals formed in nature over a long time.

  • Galaxy S24 titanium gray and S pen are placed.

  • “With a simple design focusing on essence, free from embellishment, we further enhanced the productivity of the Galaxy S24 Ultra.”

    Jinie Ryu, Product Designer The Evolution of Ultra’s Legacy

    Galaxy S24 Ultra eliminates unnecessary aspects at user touchpoints to concentrate on more creative daily living. The thin, even bezel focuses the gaze solely on the display, to elicit an immersive experience. The sharp, sleek silhouette and flat display amplify creativity when in tandem with the S Pen. In addition, the Ultra model boasts a dent-resistant titanium frame, building upon its already strong foundation.

  • “We enhanced the premium image of the Galaxy S series through the perfect beauty of One-mass Design.”

    Sinae Shin, Design Strategist The Epitome of One-mass Design

    Galaxy S24 and S24+ elegantly capture the Galaxy S series design identity and also embellish the details to achieve flawless beauty. Rounded edges for a comfortable grip and the smooth satin finish combine to complete a unified form. The thin, even bezel framing the display helps draw focus to the screen.

  • The Galaxy S24 Amber Yellow leans to the right at the front, and the Galaxy S24 Plus Cobalt Violet leans to the left at the back. The two products are V shaped.

  • “We harmoniously imbued colors inspired by solid minerals formed in nature over a long time into durable materials, creating a timeless beauty to transcend the ages.”

    Minyoung Park, CMF Designer
  • Galaxy S24 Ultra, Titanium Black and Galaxy S24 Onyx Black Photo
  • It is an image that metaphorizes black in the Galaxy S24 series, and it is a land made up of black rocks.

  • “We harmoniously imbued colors inspired by solid minerals formed in nature over a long time into durable materials, creating a timeless beauty to transcend the ages.”

    Minyoung Park, CMF Designer
  • It is an image that metaphorizes black in the Galaxy S24 series, and it is a land made up of black rocks.

    Treasures of the Earth

    The Galaxy S24 series colors are inspired by solid minerals, to reflect the material’s enhanced durability compared to previous series. Galaxy S24 and S24+ feature enhanced Armor Aluminum, conveying nature’s long-accumulated strength. Galaxy S24 Ultra maintains the same overall color identity as the Galaxy S24 and S24+, but delivers a more premium and robust mood through its titanium material.

    Availability of color may vary by country, region or carrier.
  • Onyx Black & Titanium Black
    Deep colors, that blend with metals and evoke the solidity of minerals, draw focus to the black display.
    Marble Gray & Titanium Gray
    Light, neutral shades reflect aluminum and titanium’s inherent colors on the back glass to achieve a unified design.
    Cobalt Violet & Titanium Violet
    Low-saturated neutral violet tones, possessing a unique mystical energy, capture a distinct individuality and mysterious sensibility.
    Amber Yellow & Titanium Yellow
    These shades exude a soft and warm mood, expressing a positive and hopeful message in a lively language.

  • Treasures of the Earth

    The Galaxy S24 series colors are inspired by solid minerals, to reflect the material’s enhanced durability compared to previous series. Galaxy S24 and S24+ feature enhanced Armor Aluminum, conveying nature’s long-accumulated strength. Galaxy S24 Ultra maintains the same overall color identity as the Galaxy S24 and S24+, but delivers a more premium and robust mood through its titanium material.

    Availability of color may vary by country, region or carrier.
    Galaxy S24 Ultra, Titanium Black and Galaxy S24 Onyx Black Photo
  • Onyx Black & Titanium Black
    Deep colors, that blend with metals and evoke the solidity of minerals, draw focus to the black display.
    Marble Gray & Titanium Gray
    Light, neutral shades reflect aluminum and titanium’s inherent colors on the back glass to achieve a unified design.
    Cobalt Violet & Titanium Violet
    Low-saturated neutral violet tones, possessing a unique mystical energy, capture a distinct individuality and mysterious sensibility.
    Amber Yellow & Titanium Yellow
    These shades exude a soft and warm mood, expressing a positive and hopeful message in a lively language.
A Woman's Hand Appears to Use Galaxy S124 Plus Cobalt Violet

Broaden Horizons
with Innovation

A daily life where you can communicate without language barriers and create all you imagine with just a few touches. The mobile experience in the age of AI began with redefining every user touchpoint. After a great deal of consideration and attempts, Intelligence UX was completed, not just as a feature accessible only to a small few who know how to use it, but for everyone. It breaks down the thick barrier between technology and daily life, and introduces the new normal made by One UI.

On the left, an Asian woman is using her cell phone in the evening. On the right, a Caucasian woman is using her phone during the day. The Asian woman says in Korean, "Hi, Jessica. I contacted you because I had a question. Can I talk to you for a moment?” Above the white woman is the English translation of what the Asian woman said. In the middle, you can see the simultaneous interpretation UX screen of the Galaxy S24 series.

Barrier-free Communication

Wave goodbye to the days when language barriers complicated communication. Using One UI's real-time translation feature, you can communicate easily with speakers of other languages. During a call with Live Translate, you can speak in your language and the other person in theirs, and it’ll be translated in real time and displayed on the screen, allowing for seamless communication. If you’re talking face-to-face, tap the Interpreter button in the Quick panel for real-time translation. When sending messages via the Samsung Keyboard, it not only translates but also corrects spelling and grammar, and changes writing styles. One UI leaves language barriers behind and opens a new path towards the world you desire.

Supported languages and features may vary by country, region, and model.
  • UX screen where Galaxy S24 series creates wall paper via Intelligence UX

  • Creativity, Simplified

    It's not always easy to capture fleeting moments on camera the way you want. When that happens, try using the Generative edit to move objects wherever you want them or even adjust the horizon. You’ll be amazed at how the image will naturally fill in the gaps as you edit.

    When you want to express yourself through your wallpaper, you can choose keywords in the prompt that appears after selecting an image category. You can decorate your lock screen to fit your style, with wallpapers created from the commands you entered. In this way, One UI helps you create freely, even if you don’t know how to use complicated editing tools.

Enhance Your Everyday

After recording an important meeting, try converting it to a script. Transcript Assist organizes the script by distinguishing speakers and even summarizes the content, making it extremely useful for work. If the meeting was in a foreign language, script translation is also possible. When browsing web pages on an Internet app, use the translation and summary features to easily read and digest long, complex content. Write down any sudden creative sparks in Samsung Notes. You can arrange handwritten notes neatly into text and organize them into a useful format. After you’ve written a note, you’ll get recommended titles and cover designs based on the content, making note creation simple. The burdens of worry and hard work have disappeared, and in their place is a more creative daily life.

Supported languages and features may vary by country, region, and model.
Video to organize and summarize your tweets with Intelligence UX features.

Enhance Your Everyday

After recording an important meeting, try converting it to a script. Transcript Assist organizes the script by distinguishing speakers and even summarizes the content, making it extremely useful for work. If the meeting was in a foreign language, script translation is also possible. When browsing web pages on an Internet app, use the translation and summary features to easily read and digest long, complex content. Write down any sudden creative sparks in Samsung Notes. You can arrange handwritten notes neatly into text and organize them into a useful format. After you’ve written a note, you’ll get recommended titles and cover designs based on the content, making note creation simple. The burdens of worry and hard work have disappeared, and in their place is a more creative daily life.

Supported languages and features may vary by country, region, and model.
There's a square shape on the sunset sky background, and there's a hand in it holding the Galaxy S24 series.

Our World, in
Harmony
with Progress

The age of mobile AI has been welcomed with a mix of anticipation and excitement, but on the other side of that excitement is a vague sense of how to use this technology. Moreover, anyone who’s used generative AI technology even once is likely to have increased concerns about privacy and security issues. How can we use new technology to our advantage as it gradually permeates our everyday lives? Discover the considerations and efforts of Samsung designers through the following interviews with Scott Jeonggun Choi and Heri Na, Intelligence UX Designers.

  • Interview 1: Jeonggun Choi, designer of Samsung Intelligence UX Interview 2: Samsung Intelligence UX Designer Heri Na.
    Scott Jeonggun Choi and Heri Na, Intelligence UX Designer

  • Can you tell us about how Intelligence UX came to be?
    Choi Even before entering a new phase with generative AI, our research was already underway on how to create new mobile experiences for continuous rapid shifts within everyday life. After a lot of discussion, Intelligence UX was completed by reinterpreting parts of apps we’ve used frequently and applying AI technology in a specialized way for each app. Starting with the apps we use often and experiencing it gradually, thereby lowering the entry barrier of AI — that was our goal for Intelligence UX.

    Could you introduce Intelligence UX’s features?
    Na Intelligence UX makes it easier for you to reach your goals by bridging the gap between your unconscious, habitual struggles and your time, effort, and personal capabilities. It can be divided into four main categories: the first is 'Productivity', which helps you be more productive and get more out of your day. Think of it as experiences that make life easier, like summarizing notes or converting them to fit the format. ‘Creativity’ is about making it easier for everyone to experience creative activities that used to be exclusive to experts, like moving the subject in photos or filling in blank spaces. ‘Communication’ is about breaking down language barriers when calling or messaging. Lastly, a prime example of ‘Personalization’ would be creating wallpapers with generative AI or letting your lock screen reflect changes in the weather or time, so you can express yourself more freely.

    Given that many users still feel unfamiliar with AI technology, what aspects did you prioritize for their benefit?
    Choi As I mentioned before, it was crucial to lower the entry barrier for new features. That’s why we’ve made it simple to try out AI technology on your smartphone in the apps you use most. For example, when retouching images, there’s a limit to how much you can do with simple functions like brightness/color correction, leveling, and cropping. But now, you can use generative editing features like moving objects or expanding backgrounds with just a few taps, for more dramatic results than ever before.

  • Creating a seamless Intelligence UX experience seems like a big challenge…
    Na It would be ideal if the output appeared immediately after pressing the button, but it can take a long while. So, to make the time it takes for images or text to be generated feel more exciting, it’s designed with visual interaction effects that make it feel like magical moments, along with text like ‘Sculpting new scenery.' As the technology grew step by step, designers from all fields, including UI, GUI, VI, and UX writers, worked together closely to design around its limitations.

    There have been issues with hallucinations* arising in generative AI.
    Na To prevent hallucinations, we’ve been collaborating with the development team for a while now. We established appropriate standards by conducting tests with the development team to prevent false results or a bad experience for the user, like determining the minimum number of characters for an accurate summary or how many degrees a photo can be tilted to produce meaningful results. It was really interesting, it felt like we were handling a living creature.

    Hallucination: An error that occurs when AI processes information, meaning it generates inaccurate or false results.

    There are also concerns about privacy and security since processing is based on information entered by the user.
    Choi Early in the project, both the R&D team and UX team agreed that personal conversations should be considered highly sensitive user information. So apps based on having conversations like phone calls and messages were made to handle functions on-device. Privacy protection is non-negotiable, and since the main purpose of communication is to facilitate conversation, we decided to stick with on-device processing, even if it means users go through downloading language packages first.

    On the other hand, we made sure to thoroughly inform the user and get consent for things that need to be processed through a server. We inform and separately obtain user consent that nothing will be stored on the server or used for learning purposes to improve AI functions. Additionally, we added a setting to the UI to block functions through the server all at once, so users can keep their data more secure.

  • The Samsung Galaxy S20's AI photo editor feature allows the AI to naturally fill in blank spots while editing an image. When the man on the bicycle was repositioned, the space where the man was was filled in naturally. Generative edit
  • UX screen with data processing toggle button on/off only on the device when using 'Enhanced Intelligence Features'
    Advanced Intelligence

  • Since this was a new endeavor, I heard various departments collaborated on it.
    Choi To ensure responsible design, we worked together with various divisions including R&D, Experience Planning, CX Strategy, Legacy, and Global Privacy. The UI was likely to be complicated because of the need for user notices and consent. So the UX team took the lead in coordinating with the relevant divisions to ensure we maintained a unified style, while also staying within the law.

    What has the user response been like to the Galaxy S24 series since its launch?
    Na A lot of people said how easy it is now to travel abroad or buy from overseas, which could be tough because of language barriers. Whenever I hear good feedback from people who’ve tried it out, I share how rewarding it feels with the designers I worked with.

Galaxy S24 Marvel Gray and Galaxy S24 Ultra Titanium Gray are placed in the sky background.

Essential · Innovative · Harmonious

The dawn of a new era is more than just the passage of time. Focusing on essential design free from embellishments, incorporating innovative technology, and ultimately creating a better tomorrow for everyone. These changes introduced by the Galaxy S24 series will be the initial step in a journey where each moment leads to a positive tomorrow.

samsung.com

Designed by Design Team & UX Team of Mobile eXperience Business, Samsung Electronics Co., Ltd.

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