That Elusive Cool Factor

This video does a pretty good job of describing how familiarity + surprise combine to create trends people want in on.

Although trends might seem completely random, there are well-documented patterns to what becomes popular. A 20th century industrial designer, who created some of America’s most iconic looks, developed a theory of coolness that has been backed up by various scientific studies. Derek Thompson, senior editor at The Atlantic, explains the science behind why we like what we like.

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