In today’s world, what wins?
Beautiful aesthetics.
What fails?
Ugly, or ‘meh’ aesthetics.
Aesthetics when it comes to design (product design, industrial design), but also marketing design (for example, the marketing copy that companies use to describe their products). For example, when you study the marketing copy for the Google Pixels, they are lame. But if you study iPhone, the marketing materials and copy is at least 1000x better.
Also an interesting thing:
For example the trend or ethos nowadays is to be ‘inclusive’ and that ‘all body shapes and sizes are equal’. No. This is not true. All body shapes are *different*, but there is certainly a hierarchy.