Countless musical works are composed using only the basic seven notes of an octave, yet the pattern created by these simple building blocks distinguishes most melodies from one another.

I love this part:

“The familiarity of a pattern can create a map to an experience. Consider Ikea: Within every store, the journey through the maze of products is familiar: you enter with blue bag, short pencil, and measuring tape in hand, continue past kitchens, lounge, tables, chairs, couches, bedroom, and kids sections, past the restaurant to the marketplace for individual items, and finally through to the register. Along the way there are counterpoints, slight variations, shortcuts, and trapdoors to displays of new items or new thematic spaces. The modular layout means the store can “refresh” thematic spaces and move shortcuts to keep the game interesting.

Repetition can build top-of-mind recognition, but variation creates relevance. This adaptability makes patterns perfect for providing long-lasting recognition and value. The ability to embrace variation invites the employees or the audience to inform the brand.”