Although trends might seem completely random, there are welldocumented 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.

Authors: Derek Thompson, Nic Pollock, Alice Roth

Read Derek's article here: https://www.theatlantic.com/magazine/...

And follow him on Twitter: @DKThomp


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