I've also noticed that current conversations about the value of design may be too limited.

Design provides functional value by creating better fit.

For example, better fit between brands, products, services and the people they serve.

An essential dimension of this value is cultural fit — of which aesthetics is fundamental.

Therefore, think of style as a set of cultural signals.

As such, style is a language designers use to help brands differentiate and find cultural fit with audiences —by signalling currency, credibility and association.