It's said that all designers need to learn to compromise: sometimes dimensionally, like Chapman; often aesthetically -- if, say, your two favourite colours won't go together on the same page; frequently functionally -- when you wind up with your kitchen, with all its plumbing, near the plumbing (and smells!) of your bathroom; and almost always financially, when the client's champagne tastes won't come anywhere near their beer budget.
A compromise is "an adjustment of conflicting claims by mutual concessions" -- a process beginning in conflict, and usually leaving all conflicting parties unhappy when they finally leave the table.
Teleological measurement deals, not with cardinal, but with ordinal numbers—and the standard serves to establish a graded relationship of means to end... This requires that [an individual] define his particular hierarchy of values, in the order of their importance, and that he act accordingly. Thus all his actions have to be guided by a process of teleological measurement.
All action involves the employment of [finite] means to attain the most valued ends. Man has the choice of using the [finite] means for various alternative ends, and the ends that he chooses are the ones he values most highly. The less urgent wants are those that remain unsatisfied. Actors can be interpreted as ranking their ends along a scale of values, or scale of preferences. These scales differ for each person, both in their content and in their orders of preference. Furthermore, they differ for the same individual at different times.Marginal valuation recognises that humans value goods according to our ends -- to be precise, according to the individual units of those goods, and each of these units themselves fits into our values scale. (We value our afternoon's first ice-cream cone more than our first coffee, our first coffee ahead of our second cone, our first beer ahead of our second coffee...)
The choice of which ends to include in the actor's value scale and the assignment of rank to the various ends constitute the process of value judgment. Each time the actor ranks and chooses between various ends, he is making a judgment of their value to him.
(First) 1. Going for a drive (Second) 2. Going to a concert (Third) 3. Playing bridge (Fourth) 4. Continuing to watch a baseball game
Discovering this sort values scale in each of our design projects allows us to avoid compromise, and instead to harmonise our project's values based on each unit of the finite means available -- trade-offs between goods happening "at the margins."
The recent discussion with my clients offers a good example of how we might do this.
My clients have a small site. Simplifying things enormously for the sake of illustration, they like lawn. And they want five bedrooms. How does marginal utility theory harmonise these apparently competing wants? Simple: by testing each unit of these goods against their position in the clients' values scale.
- The house's first bedroom (their master bedroom), is clearly more important than any patch of lawn.
- The house's second bedroom and third bedrooms are still more important to them than any amount of lawn. (And on a tiny site, might preclude any lawn at all -- hence, they would be living in an apartment.)
- The house's fourth bedroom is probably more important to them than that same area of lawn (although on that one, they are still deciding).
- The house's fifth bedroom, they decided (when put to them this way) is definitely less important to them than that same area of lawn.
Thus, our quick discussion reveals that on this site and for these clients that the fourth bedroom is probably "the marginal bedroom" -- and they now have a framework within which to go home and think through whether that's truly the case.
The framework of marginal utility has allowed the clients to easily determine for themselves the likely number of bedrooms in their future house, and I will soon have a much clearer brief that better harmonises their wants with their site.
In a very simplified way, this is what I try to do in every briefing meeting. And it is what every period of concept design with every client tries to uncover.
Furthermore, it is precisely what every good designer does every single day, either consciously or subconsciously, when it looks like they're just pushing around lines on a page: they are seeking a way to bring together all the apparent conflicting values of a design into one harmonious whole. This framework of marginal utility allows the designer a way to think about that process explicitly, and to talk it through with their clients.
I often liken the design process as being, first, to uncover all the elements and inputs important to a design, and then to throw all these balls up in the air to see where and how they land. (And then doing that all over when we discover the need for a new ball.) That's essentially what happens when applying these two notions of teleological measurement and marginal utility in design. The first essentially gives us the relative size of our balls. The second explains how the balls bounce off each other to best effect.
Together they offer a designer a way out of any bloody compromise, and towards a more harmonious outcome.
Colin Chapman and his car's stylist produced one of the era's most beautiful cars, but there was never very much room inside and in the end only 1,000 of the cars were made, and on every one they lost money. Lotus however went on to take the hard lessons learned in producing the Elite and apply them to the Elan, which did make money -- and went on to become one of the most successful small sports cars of all time (a model of design that still survives today in the watered-down example that is the MX5).
We can only speculate how different things may have been if the great man had learned about marginal utility at an early age?














