Dutch digital design is defined by seven key traits: 1) Being humble yet bold, 2) Empathic by looking outside oneself, 3) Free-spirited and open to new opportunities, 4) Having a sense of humor and believing design should brighten lives, 5) Conceptual in focusing on a central idea, 6) Having a modern aesthetic sensibility while striving for control, 7) Being chameleonic and adaptable to the needs of different brands and audiences. The making of things in the Netherlands has traditionally been a humble craft, valued for its modesty, hard work and innovation rather than glamour.

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What is so Dutch about
Dutch digital design?
Pieter Jongerius
SXSW+Fabrique
Wednesday, March 13, 2019

2. Strategic Digital Design
Amsterdam & Rotterdam

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Okay, so we’re Dutch.
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6. Before AfterBefore After

8. Beautiful landscape

9. Sturdy machines
coping with water

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modest
hardworking
innovative
cooperators
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This defined us as
designers
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The making of things,
in The Netherlands,
is a humble craft.
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The making of things,
in The Netherlands,
is a humble craft.
We don’t need glamour
to feel successful.
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The making of things,
in The Netherlands,
is a humble craft.
We don’t need glamour
to feel successful.
(…but secretly we admire it :)
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The seven traits of
Dutch Digital Design
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1 Humble yet dauntless
A Dutch designer doesn’t believe in hierarchy.
We will always be our own blunt selves.
Direct to the bone.
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Relationships
require
trust.
Trust
requires
authenticity.
Innovation
requires
relationships.

22. This is none
of the above

24. awkward foto met klant?

26. scrum foto

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2 Empathic
Dutch designers come from
a small country.
We’ve learnt to look outside.
To acknowledge differences.
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A single insight
that completely changes
the design and experience.
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3 Free-spirited
A Dutch designer looks at the world
and sees opportunities.
Always trying out something new.
No matter if it’s tech, style, business, etc.
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36. Lowlands festival

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4 Amusing
A Dutch designer is ambitious,
but never entirely dead serious.
No day without a smile.
Design has a role to brighten up our lives.
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45. Edinburgh International
Festival

46. Concept
presentation

47. !!!!!

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“Yes, we think
it’s ugly too”
– Hans Leijdekkers
Creative Director
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49. !"#$%

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5 Conceptual
For a Dutch designer, design is never skindeep.
It is a mentality.
What is the one central thought
that fires creativity?
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59. Rijksmuseum

63. Experience the Night Watch

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6 Aesthetical
A Dutch designers’ sense of aestetics
is generally modernistic.
We have the urge to move forward by taking
total control.
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7 Chameleonic
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7 Chameleonic
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7 Chameleonic
Especially in the digital space,
a Dutch digital designer is servient to the brand.
We need to adapt our color to be
truly effective for the specific audience.
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So.
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So.
You’d like to take with
you some of that Dutch
Design heritage?
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Be as humble as you are dauntless
Be as empathic as you are freespirited
Honor the Holiness of the Central Concept
Care deeply about aestetics, chameleonic or not
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Thank you!
Pieter Jongerius
pieter@fabrique.nl
www.fabrique.com
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