Dynamic Design reflects the user and context in real time. The implication is, therefore, that static pages no longer exist in Dynamic (or Contextual) Design. The visual appearance changes and continuously varies, based on user variables such as device, location, time and the way and frequency with which the user interacts with the interface.

Humanities

One condition for a Dynamic Design is deep understanding of the user. Today, conducting research has become a fundamental component of any design process. Therefore, the first section of this magazine allows real specialists to speak. Anthropologists and psychologists shed new light on consumer behavior, from the theoretical framework of their field. Also, marketing clichés such as ‘the unique self’ and the overrated importance of loyal customers are discussed.

Technology

The second section focuses on technology. We are inspired – but also blinded – by the possibilities that emerging technologies offer us. Technology is not an end in itself. In this section, we explore the biased way in which we approach technology, including the ‘telemetric bias’ and ‘2D bias’. The writers also argue for the power of the imagination and the human dimension in this domain. We prefer to replace artificial intelligence with artificial smartness.

Aesthetics

Dynamic Design also requires specific design skills. The designer is now the inventor of the algorithm that produces the design. Design, or rather aesthetics, has disappeared into the background in recent decades. Since postmodernism and the digital revolution, we are surrounded by mediocre stuff. Aesthetic direction is missing. Indifference and pragmatism pre-dominate. This section therefore outlines the contours of a new ideal of beauty and aims to restore aesthetics.