WEB DESIGN OF THE FUTURE: BALANCING TECHNOLOGY, ETHICS, AND USER EXPERIENCE
DOI:
https://doi.org/10.32782/2415-8151.2025.37.32Keywords:
web design, visualization, interactivity, adaptability, artificial intelligence, generation, spatiality, personalization, ethics, cognition, multimodality, digitalization, interfaceAbstract
The article presents a comprehensive analysis of web design as a unique visual language of the digital age. Purpose. To identify key trends and technologies shaping the modern landscape of web design, as well as to outline the main challenges and development prospects. Special attention is given to the impact of emerging digital technologies–artificial intelligence (AI), augmented reality, and spatial interfaces–on the transformation of web design into an interactive, adaptive, and intelligent environment. Methodology. The study analyzes scientific sources, including recent research on innovative technologies and practices. It systematizes approaches in the fields of interactivity, adaptability, personalization, and ethical considerations. Examples of the use of generative design technologies and no-code platforms are examined. Results. It is established that modern web design is a living system that dynamically adapts to the user and context. The integration of AI and spatial technologies changes the nature of interfaces, making them personalized and intuitive. Key challenges are identified: information overload, ethical issues of manipulation, preservation of design uniqueness, and ensuring universal access. Scientific novelty. The understanding of web design is expanded as an integrated discipline combining art, programming, perception psychology, and data analysis. A systematic approach is proposed for evaluating challenges and opportunities, with an emphasis on the role of generative AI and XR. Ethical issues of digital hygiene and biometric-based personalization are considered comprehensively. Practical relevance. The results may be used to shape new standards and approaches that merge technology with user comfort. Recommendations for minimizing cognitive load, implementing ethical practices, and deploying adaptive multimodal interfaces will contribute to improving the quality of digital products and advancing web technologies.
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