We need to be very careful when talking about contexts.

We need to be very careful when talking about contexts — design decisions related to context must be based on fact rather than assumption. For example, a context-based assumption would be to change the language of a Web page in response to the location of a device — a terrible idea because the reader might speak a language that isn’t native to the detected country.

Source: Responsible Considerations for Responsive Web Design via @smashingmag

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