Can we increase innovators by learning from biological evolution and its creative process?

Society is changing drastically. Even now 50 years have passed since 1972, which is said to be the limits of growth, human beings are still growing. Changes to halt the collapse of biodiversity and actions to keep a sustainable society no longer have a temporal grace. We need more people to change society. We often say that things "evolve" changing society. If we say that changing society is evolving, will we be able to learn more about the process of evolving society from the evolution of living things?


We developed a methodology called "Evolution Thinking", that educates the texture of design.

Even in the design of artifacts, things are constantly evolving and culling from advances in technology, human interests and the changing context of the times. The development of species on the premise of diversity closely resembles the form of evolution of living things. The invention constantly seeks to supplement the evolution of people. Faster, more comfortable, is not the design that has been advanced by such philosophy is the instinct of mankind who is going to evolve? If the evolution and design of living organisms are sufficiently similar, it should make it easier for innovation by understanding the process well and applying it to inventions and designs. Evolutionary thinking is a method for creative education born to learn the way of thinking from the nature.

人工物のデザインにおいても、技術の進歩、人の趣向性や時代のコンテクストの変容によって、モノは絶えず進化と淘汰を繰り返しています。多様性を前提とした種の発達は、生物の進化の形によく似ています。常に発明は人の進化を補おうとしているようにも感じられます。より速く、より楽に、そんな哲学によって進められてきたデザインは, 進化しようとする人類の本能ではないでしょうか。もし生物の進化とデザインが充分に似ているなら、そのプロセスをよく理解し、発明やデザインに応用することでイノベーションを起こしやすくなるはず。進化思考は、そのような考え方から生まれた、自然から学ぶ新しい創造教育のための手法です。

Adapting to the environment by altering color and texture.
In the course of adapting to their environment, living creatures have developed a huge variety of textures and colors.​​​​​​​ For butterflies, fish, birds, flowers, and all other kinds of living things, the ultimate choice of what texture to adopt in order to adjust to the environment is linked directly to survival. Altering one's color and textural qualities is one of the simplest methods of environmental adaptation.

An observational experiment comparing the wings of actual butterflies with papers that have similar textures to those wings. Butterflies have numerous variations in wing texture and color. They have survived by adjusting their form to the environment: those that live in close proximity to predators imitate objects such as dry leaves while those that live in environments of relative safety take on alluringly contrasted forms in order to gain the advantage in procreation. As a result, butterflies have developed a variety of features, from the leaf-like wings of  the oak leaf butterfly to the beautiful  structural colors of the morpho butterfly.

In commercial design, too, altering texture is the most simple and effective survival strategy. In the field of packaging design for example, in order to survive in cutthroat markets, designers use a variety of papers to blend in or stand out—everything from hologram paper closely akin to the wings of a morpho butterfly to rough-textured paper similar to dry leaves. Surely we could say that the phenomenon observed in butterflies is a type of evolutional graphic design. We tried to find papers resembling butterflies' wings as closely as possible in order to undertake comparisons. The comparisons reveal that in terms of both the depth of the jet-black shade and the stereoscopic effect of the hologram, the papers are clearly eclipsed by the butterflies' wings, the product of two million years of evolution.​​​​​​​

色と質感を変え、環境に適応する 。
生物は、環境に適応する過程で様々な質感と色のバリエーションを生み出した。 蝶・魚・鳥・花を始め、あらゆる生物にとって最終的にどのテクスチャを身に纏い環境に適応するのかの選択は、生存に直結する。色や質感を変えることは, 環境に適応する最も簡単な手段の 一つなのだ。 ​​​​​​​

実物の蝶の羽根と、蝶の羽根に近い質感を持った紙を比較する、観察的実験。蝶には様々な羽根のテクスチャ(質感)や色のバリエーションがある。捕食者が近くに生息する場合は枯れ葉などに擬態し、逆に比較的安全な環境では生殖に優位になるように媚態することで、環境に身を合わせて生き残ってきた。結果として、コノハチョウのように枝葉に見えるものから、モルフォ蝶のように美しい構造色を 持つ蝶まで、様々なバリエーションが生まれた。

市場のデザインにおいてもテクスチャを変更することは最も簡単な生存戦略だ。例えばパッケージデザインでは、厳しい環境を生き残るために、まるでモルフォ蝶のようなホログラム紙から、枯れた葉っぱのようなラフなテクスチャの紙まで、様々な種類の紙を用いて、擬態し、媚態する。蝶の上で起こっていることは、進化上に起こった グラフィックデザインだと言えないだろうか。​​そこで、出来る限り蝶の羽根に似た紙を探し、比較したいと思った。こうして見ると、漆黒の深さにおいても、ホログラムの立体感においても、2億年の進化を経てきた蝶の質感は紙を遥かに越えている。

"Evolution Thinking" is taking off from Japan as a theory beyond Design Thinking–and it has only just begun.

The evolutionary thought that started with a small experimental exhibition is gradually spreading while being gradually supported by proponents such as the automobile company, the real estate company of the largest scale in Japan and the manager of the global company of apparel. (Reference article: Harvard Business review etc) We will continue to provide evolutionary thinking as a program to nurture innovators that change society. In order to realize a sustainable symbiotic society, do not you think that there is at least one innovator aiming for social change in at least one in 2000 people? While it is said that by 2050 the population will exceed 10 billion, one in 2000 is one in five million. To that end, we believe that a superior educational program that truly brings up a number of people who realize social change is necessary.

小さな実験的展示から始まった進化思考は、いま日本最大級の規模の自動車会社・不動産会社やアパレルのグローバル企業の経営者など、徐々に賛同者に応援されながら広がりつつあります。(参考記事:Harvard Business review etc)私たちは進化思考を社会を変えるイノベーターを育てるためのプログラムとして提供し続けます。持続可能な共生社会の実現のためには、最低でも2000人に1人程度は、社会変革を目指すイノベーターがいてもいいと思いませんか。2050年までには人口が100億を突破すると言われている中で、2000人に1人は500万人。そのためには、本当に社会変革を実現する人を数多く育てる優れた教育プログラムが必要だと考えています。


Art Direction
NOSIGNER (Eisuke Tachikawa)
Graphic Design
NOSIGNER (Eisuke Tachikawa, Toshiyuki Nakaie)
Space Design
NOSIGNER (Eisuke Tachikawa, Sui Fujikawa)
Kunihiko Sato

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NOSIGNER™ : social design for evolution.

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