How archaeologists analyze pottery is determined by archaeological theory, sampling considerations, and available analytical techniques. The most damaging impediment to methodological advance is lack of a theory of how patterns of ceramic variation are generated. It is argued herein that Darwinian evolutionary theory (or selectionism) provides a body of concepts capable of explaining patterned variation and specifies measurements to make in testing specific explanatory statements. Most existing analytical procedures (e.g., the Type-Variety system) are regarded as aspects of sampling, the role of which is to help reduce some of the bewildering heterogeneity in ceramic collections before attempting to measure evolutionarily significant variation. Technical analysis, often considered the domain of nonarchaeological specialists, actually produces the measurements needed to test explanatory statements made about pottery observed in the archaeological record.