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This book explains the psychology theory behind design using plain language. The inspiration came from the "democratic design" philosophy of IKEA. This book attempts to help people enjoy designs more, by explaining consumer psychology that lurks behind designs of everyday things.

Another purpose of the book is to aid designers and marketers in understanding consumer behavior and to help them leverage this knowledge in their respective fields. Marketers and designers often find it hard to communicate effectively due to their disparate fields. However, this book aims to bridge this...