The New Faces of Design in the Age of Digital Transformation
The New Faces of Design in the Age of Digital Transformation

Author(s): Maya Stoyanova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Summary/Abstract: In the age of digital transformation, design has evolved from a static visual craft into a dynamic, multisensory, and strategic discipline that shapes user experiences, cultural narratives, and technological interactions. This study explores the shifting paradigms of design, highlighting its transition from object-centered aesthetics to immersive, adaptive systems that engage sight, sound, movement, and emotion. Drawing on interdisciplinary theories and empirical data, the research positions design as a mediator between data and meaning, a catalyst for audience engagement, and a tool for personalised communication in algorithm-driven media ecosystems. It argues for the recognition of design as a scientific field with profound impact across psychology, communication, economics, and culture. Through analysis of UX trends, multisensory strategies, and the role of design in digital media, the paper reveals how contemporary design organizes attention, trust, and empathy ‒ ultimately redefining its role from visual styling to experience management in a fluid, user/human-centric digital landscape. The study explores how design has transformed in the digital age, shifting from traditional visual outputs to immersive, multisensory experiences. It examines the theoretical foundations of modern design and its central role in digital visual communication. Unlike the past, where design focused on creating tangible objects, today's emphasis is on crafting emotionally engaging user experiences that foster brand loyalty. A key aspect of contemporary design is its ability to personalize and adapt content to capture users’ attention and drive meaningful interaction. This evolution positions design not just as a creative tool, but as a strategic force in targeted digital communication.

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