ABSTRACT
With a variety of platforms and media vehicles, designers not only have a challenge on new concepts such as varied expression forms, elements, principles, and aesthetic concepts, they also have to take into account users’ cognitive tendencies and social media aspects during the design thinking process, especially in trying to enhance the user experience. Dynamic identities aim to improve a traditionally static visual experience with a multi-dimensional angle. In addition, not only does interaction design express creativity and cognitive philosophy via all senses: sight, touch, smell, hearing, and taste, it also combines psychological perception with aesthetics. “Interaction” is a process of communication, which influences both cognition and mentality. This study is based on three key factors/aspects of interaction aesthetics: cognitive level of recognition, physical level of functionality, and psychological level of emotion. Forty-four dynamic identities from January 2011 to July 2012 were studied with a case study method, analyzing the design process and related principles. Through focus groups and in-depth interviews, this study investigates the concept of interaction design to classify three types of dynamic identities: “functionality”, “entertainment”, and “identification”. Different characteristics of media and platforms are analyzed by framing the corporate identity system to form a unique dynamic identity. This paper proposes that functionality dynamic identities give rise to the “customization” and “modularity” design principles; whereas entertainment dynamic identities bring forth the “aesthetically pleasing” and “entertaining” design principles. Moreover, through the user-centered design experience a “personalized” design principle is born.