Absolutely. But personality is an aggregate of style, design, functionality and so on. Style, design and functionality are additive to a great degree — you can

Absolutely. But personality is an aggregate of style, design, functionality and so on. Style, design and functionality are additive to a great degree — you can add more functionality and splatter on as much stylistic flourishes as there is visual space available. For example, the minimalistic Japanese "no-brand" (it's very much a brand) MUJI has very little actual style, but lots of design. It's simplistic and function-oriented. And yet the personality is often immediately recognizable. IKEA is often minimalistic, but has a significant brand presence without applying a whole of style. Style is like makeup. You're not making a cake, so you have to be careful about how much you apply. Too much makeup and you come across as desperate or insincere. Too little and your wrinkles will be showing. I don't know how far one can stretch this metaphor -- you get the point. :-)