On The Wings Of A Dove

CONSIDER A dove and pigeon: genetically they are identical, yet one is a symbol of hope and freedom, the other of dirt and disease. Cynics argue that a Volkswagen Golf and an Audi A3 are identical, and that there is no need to pay more for the Audi, yet Audi manages to convince enough people to pay the extra. 

Just as we don’t judge either bird’s ability to fly in consideration of their image, so the image of the Golf or A3 depends little on its ability to travel. Comfort, safety, space, security, quality, reliability: these are the pragmatic considerations of car ownership. But the first reaction that defines one’s favour is the way it looks. This is the value of design.