By Amanda Weston

Hinge calls itself the dating app designed to be deleted, and new features rolling out are aimed at reinforcing that message.

Users will now experience more vibrant colors, illustrations, and "purposeful language." But the red delete button and "game-like animations" are gone.

"So many people talk about Hinge and so many people recommend Hinge because they've found success on the app," Justin McLeod, founder and CEO of Hinge, told Cheddar Thursday. "And it's now time for us to start speaking as a company through marketing and to really tell the message from our own words. So 'designed to be deleted' is a very bold message, and we felt like we needed to sort of update our visual design to mirror how bold that message is."

McLeod explained that the "purposeful language" change makes it clear that the app is for people who want to find a relationship and eventually stop using it.

"We completely redid our onboarding flow to really help people understand why they're putting in all this extra information, because you have to put in a little bit more effort," McLeod said. "Because I think the more you put into the experience, the more you're ultimately going to get out of it."

And while the idea of creating an app for people to ultimately delete may seem strange to some, McLeod said user success equates to means the company's success in the long term.

"As long as there are single people in world, we think we'll be OK," McLeod said. "We want to be the most effective app so that we spread by word of mouth."

All iOS members got the new design Tuesday. The company said Android will be updated "in the coming months."

For full interview click here.