Context is Everything
Context is Everything
A Changing Design Landscape
When I embarked on my Industrial Design Engineering studies at Delft University of Technology in 2006, the design world was a different place. We sketched by hand, using fineliners and markers on paper, and assembled collages and mood boards using magazine clippings. The creative process was tangible and physical—you could feel the texture of materials, see colors in natural light, and build layers quite literally. This way of working fostered a unique form of creativity, one that shaped how I observed the world around me. I would walk the streets with my eyes wide open, studying shapes, colors, and compositions in a way that now feels nostalgic.
Strategy as the Driving Force
Fast forward to today, and running my own strategic design consultancy, The Hybrid Consultancy, means staying ahead of the latest technological and methodological developments. At THC, our approach is distinct: strategy drives design, deeply rooted in philosophical insights and theoretical frameworks. This is no accident—my "second background" in philosophy allows me to frame design within a broader context, seeing beyond aesthetics or functionality. After all, design does not exist in a vacuum; it is always a reflection of the world in which it operates. Always start asking the right questions before you run into a direction.
The Internet as the Backbone of Business
One of the most striking shifts over the past 18 years has been the internet’s evolution from an information hub to the backbone of our daily lives. If a company lacks a website today, it’s either untrustworthy or so renowned that it simply doesn’t need one. Consider Sir Jony Ive and his consultancy, LoveFrom—no website necessary, just a name that speaks volumes.
A New Retail Experience
The retail landscape, too, has undergone a transformation. Take footwear as an example: twenty years ago, shoes were purchased in physical stores, displayed sideways on shelves like cartons of milk, competing for attention. Today, consumers often first encounter a shoe online, sometimes in 3D. This shift has forced brands like Nike to rethink the positioning of their iconic swoosh to ensure optimal visibility in digital displays.
The Evolution of the Design Process
The design process itself has also evolved. While the methodology remains largely unchanged, different designers place emphasis on different aspects. At The Hybrid Consultancy, we prioritize strategic thinking and technically viable designs, whereas others become lost in pure aesthetics, creating architectural daydreams that dazzle but remain impractical.
The Role of Emerging Technologies
A decade ago, the emergence of the 3D printer made waves in product development—and still does. There’s something undeniably gratifying about holding a prototype, experiencing it physically. But for projects like the 'Royal Duyvis Wiener Ball Mill - Generation 7' that we designed, printing the entire product simply isn’t feasible. A scaled model, perhaps, but not the full-size version. Enter virtual reality. It introduces a ‘digital twin’ that extends beyond CAD models locked within a screen—it allows us to walk around a design, experiencing its dimensions and ergonomics firsthand. More importantly, Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) let us place a product in its true context, rather than confining it to a boardroom or an engineering department. This shift enables more informed design decisions and a seamless user experience.
Context is the Key to Impactful Design
Context, ultimately, dictates everything. From the way we consume information to how we experience products and make decisions, our environment shapes it all. As a strategic designer, my role is not just to understand these shifts but to leverage them. Only by embracing context can we create designs that truly make an impact.
