自然環境中的動植物因環境之變遷而重新構築其內外器官，導致體態外觀有繁有簡的多元演化。此款現象除了達成實際的生存活動功能之外，也意圖傳達各式訊息與外界事物建立關係。這般過程，何嘗不就是設計的根本型態：設定目標，計劃達成目標；致使生態有看邏輯性命題的發展。本文就文明社會的設計活動之展開與生物界的演化相互比對和探討，試圖理出「創意」在自然界以及市場上的意義，與其兩者在設計活動的過程中，有何共通的徵候和目的。生物依其本能意識的生存方式進行演化，逐步將官能蛻變，藉此部署在自然環境中的生存策略。人們稱之為物種生態的演進；第一自然的演化。而人類利用智力製造出具備效能的工具，部署生活空間，傳送及抒發理性、感性的訊息，經營實體和虛擬的環境。我們稱之為文化；廣義的自然演化。兩者均在部署着生存環境，而差異的是設計的「速率」之長短，還有思考的層面的深廣淺薄而形成相對性的效益。

The plants and animal in the natural environment reconstruct their inner and outer organ for the environment changes, so that the shapes of their body have being in evolution. The aim of the phenomena is to achieve the functions of survival activities and also to convey messages and correlate with surrounding object. Actually this kind of process is the fundamental pattern of design: i.e. setting up the target. planning to get toward, and causing the logical propositional development in the environment. In this thesis, I intend to contrast and investigate the design activities in civilization society and the evolution of the biological environment, to sort out the meaning of ＂creativity＂ in natural environment and in market, and to explore their common symptoms and purposes in the process of design activities. Biological species gradually change their organs for evolution according to their instinct consciousness of deign pattern, and hence dispose their survival tactics in natural environment. That is so called species ecological evolution: the first natural evolution. Human beings manufacture efficient instruments by intellectual thinking, dispose living spaces, transmit and express rational or sensational me sages, and manage substantial or fictitious environment. That is so called civilization; the natural evolution in broad sense. Biological species and human beings both have been disposing environment for surviving, but the essential differences between them arc the ＂efficiency＂ of their designs and the depth or the shallow of their thinking level to comprise the relative benefits.