If you are at all interested in human psychology, cognitive recognition, subliminality, symbolism, colour theory, or biochemistry, (which as designers, I would hope you are) then you need to check it out. There’s a whole section on why brand packaging matters to consumers [on the subconscious, as well as conscious levels], and how market research is 3/4 bunk and that the results can’t be trusted because we, as humans, do this that we can’t explain.
There’s also a bit about the Cola wars, Amadou Diallo, taste-testing, fake artwork, tennis, and more science about facial expression than I ever knew existed.
The book costs like ten bucks so follow this link and buy it. »