I was designing a logo the other day. The process involved writing a small computer program, while putting a number of variables into it to control things like line thickness, spacing, proportions between the various elements, and so forth.
Once I did that, tuning the parameters involved a mix of two kinds of thinking: (1) What looks good to me, and (2) what message am I trying to tell to others? In this case, I was going for a particular balance between formal and casual, homespun and elegant, harmonious and striking.
At the end of such a process, there is, traditionally, a single result, which everyone will see. But now that I’ve been working on sharable virtual realities, I’m wondering whether a single result is too limiting.
Maybe a logo — or any other designed object — should ideally look different to everyone, morphing itself somewhat in response to the tastes of each beholder. After all, the communication of any design — or any message for that matter — is an interaction between two participants: The sender of the message and the receiver of that message.
If my intention is to convey to you a message with a certain degree of warmth or sophistication, of casual friendliness or lighthearted seduction, why shouldn’t the system that conveys my message take your tastes and preferences into account?
Perhaps, in a virtualized world where we can each see our own custom view of the objects around us, there should be at least two stages of design: (1) The decisions made by the object’s creator, expressing an aesthetic intention, and (2) the decisions made by a software agent tuned to each observer, which renders that designed object in a way best suited to that observer.