Just as there are parallels between design and evolutionary biology, there are also clear distinctions. Natural selection just like the concepts of physics is an axiom. It is true universally. If we ever find life on another planet, we can be sure that those organisms have evolved into very different forms than Earth but following this axiom. (Please refer to my previous post: On Consistency)

When an object is built purely for function, we call it well-engineered not well-designed. The way I see design is a combination of logic and style. Logic provides functionality and from style emerges the form. Style may not be based on logic and hence design is subjective.

There were so many ways the iPhone could have looked but it looked a particular way for two reasons: It was consistent with Apple’s philosophy and more importantly its target market approved this by buying the product in millions. When a philosophy is justified by its target audience, it is a well-resonated philosophy.

I want to talk about a world-renowned architect: Le Corbusier from the 1900s who was known for his distinct and consistent architectural style. But, in one of his projects on housing for factory workers, the inhabitants took matters into their own hands. The style that Corbusier loved was too bland and monotonous for them. With no regard to his design, the workers added pitched roofs, small windows, wallpapers & fences in the garden.

This example proves that even if a belief system is consistently employed, it must resonate with its benefactors. This is the third step in building something original, distinct and loved by those you are building for.