Matt Webb writes, “Architecture or shop design [involves human nature in the design process]: people walk into a shop and look to the right.” The same goes for typography and logo design. He continues: “These are deliberate design decisions, but others are accidental/evolutionary: the physical form of cities, the operational form of social institutions (university, churches). These are shaped by feedback. And I mean evolutionary both in the short term (the evolution of successful social institutions; evolution within the institution itself) and in the long now: brain adaptations, real deep-down human characteristics.”