Rather than viewing aesthetics as a direct aim, it can also be considered as an outcome of an approach to product design that has different objectives. Industrial design can then focus on the meanings of material culture and thus develop and evolve. Ironically, in doing so, aesthetic definition will also evolve, unconstrained by the customs and precedents of product definition. In other words, aesthetics will begin to be more profoundly related to the whole of what a product is. Consequently, the aesthetic definition of a product, when derived from a different source, will without doubt challenge current norms.