As a result of the digital revolution, designers will also need to design non-material qualities. Objects are starting to become animated; they are becoming "subjects", active – even proactive – players in our lives.
They’re beginning to interact with us, taking the initiative and doing things on our behalf. [I]n doing so they are becoming the focus of new, complex relationships; and these relationships will need to be designed, and it is important they are designed well because once established, they may be difficult to change.
Designing for immateriality will therefore become a major challenge in the coming years."
Chief Creative Director, Philips Design