One idea, four eras
The rotary phone made dialing a full ritual. You committed to every number.
The Braun T3 made tuning precise, giving control with surgical accuracy.
The iPod made scrolling music feel effortless—you spun through thousands of songs like flipping a vinyl.
The Apple TV remote reinvented it again as a touch ring. Flick, swipe, done.
Same shape. Different time. Same effect.
Why the circle wins
It’s not nostalgia. The wheel works because it aligns with how humans move and think.
Circular motion is natural. It’s smooth, continuous, and doesn’t need much explanation. Put a wheel in front of anyone—they instantly know what to do.
That’s the kind of UX every designer dreams about: zero learning curve, maximum flow.
Flow beats friction
Gestures, menus, buttons—they all create points of friction. The wheel cuts right through that. One fluid motion that controls everything.
That’s why it keeps coming back, even in new contexts. Because good design doesn’t care about trends. It cares about what feels right.
The takeaway
Design isn’t just about what looks good—it’s about what works across time. The wheel is proof that the best ideas don’t die. They adapt.
Real design magic is when you don’t need to explain it. You just hand it to someone, and they get it.
That’s why design’s favorite shape isn’t a square. It’s a circle.
About me
Hey, I’m François Savard from END Agency
I design clear, functional products that cut friction and remove unnecessary decisions. END Space is my newsletter where I share ideas, trends, and what I’m working on.
🌉 Background: Creative Director in a digital marketing agency in Norway for 5 years, moved back to France to create END Agency.
🏄🏼♂️ Current focus: Build a community to connect designers and founders with END Space (the newsletter you just read).
🙈 Next goal: Organise future conferences about design, in France and abroad. Interested to join or co-host? Reach out to me.