In the development of "the new" there is not only the value of the function as outlined in Beyond form and function: Why do consumers value product design? but more specifically in Identity References in Product Design: An Approach for Inter-relating Visual Product Experience and Brand Value Representation detailing further the reasons of perception over function. But is this enough? No.
Often the reality is like minded capabilities and the desire factor of why one thing over another. However this popularity contest is only a function of further philosophical needs to drive behaviour in one way or another and in that a fiefdom model of usage is created: Pepsi vs. Coke. This however is different from the usage model of electricity vs gas and as such a design value model can be codified, measured, bought and sold. What is the value of design? A necessity to climb certain mountains as defined by social and scientific progress. Not to mention of course, aesthetic investigations as tied to the above.
