This field involves creating visual communications that adapt and change based on user interaction, data input, or time. Unlike static visuals, the resulting product presents variable content, potentially reacting to real-time information or user preferences. An example is a website banner that changes its message based on the viewer’s location or browsing history.
The capacity to personalize user experience and deliver relevant information represents a key advantage. This flexibility increases engagement, improves information retention, and allows for targeted messaging. Its origins can be traced to the evolution of interactive media and the increasing demand for user-centric digital experiences, particularly with the rise of the internet and digital advertising.