This experiment tries to implement the Darwinian rules of natural selection into… advertising design!
A digital screen is hooked up to a computer that serves randomly selected images, copy, typefaces and colours from a bank of pre-selected ones. Each layout is saved, and displayed in a public place. A camera analyses people's interest (or lack of interest) in the poster, and the layouts that are most successful are marked as good. They then merge or 'mate' together, producing a new layout based on their elements, and the process repeats.
It will be interesting to see if ideas that a human may never have thought of—or thought wrong—because of long-established design rules engrained into them, will be effective in reality.