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How Design Makes Us Think HC: And Feel and Do Things
“� thought provoking, beautiful, and superbly created .� —Paula Scher, Partner, Pentagram “Insightful and accessible, Sean Adams tackles design from every angle and every medium.”—Jennifer Morla, President and Creative Director, Morla Design AIGA medalist and former AIGA National President Sean Adams visually explores design principles and theory that affect the way we think and how we behave.
Design is everywhere. It’s visceral. It’s intellectual. It’s emotional. While we often discuss the aesthetics of design, we don't always dig deeper into the ways design can overtly, or covertly, influence how we feel and act. In How Design Makes Us Think , AIGA award-winning graphic designer Sean Adams walks us through the power of design to attract attention and convey meaning. Through hundreds of examples across design principles, from graphic design to industrial design to architecture, Adams illustrates how design can inspire, provoke, amuse, anger, or reassure us, or subtly or consciously influence our thoughts and behavior. The book also delves into the sociological, psychological, and historical reasons for our responses to design, offering practitioners and clients alike a new appreciation of their responsibility to create design with the best intentions. How Design Makes Us Think is an essential read for designers, educators, advertisers, psychology enthusiasts, marketing professionals, and anyone who wants to understand how the design around us makes us think, feel, and do things.
Design is everywhere. It’s visceral. It’s intellectual. It’s emotional. While we often discuss the aesthetics of design, we don't always dig deeper into the ways design can overtly, or covertly, influence how we feel and act. In How Design Makes Us Think , AIGA award-winning graphic designer Sean Adams walks us through the power of design to attract attention and convey meaning. Through hundreds of examples across design principles, from graphic design to industrial design to architecture, Adams illustrates how design can inspire, provoke, amuse, anger, or reassure us, or subtly or consciously influence our thoughts and behavior. The book also delves into the sociological, psychological, and historical reasons for our responses to design, offering practitioners and clients alike a new appreciation of their responsibility to create design with the best intentions. How Design Makes Us Think is an essential read for designers, educators, advertisers, psychology enthusiasts, marketing professionals, and anyone who wants to understand how the design around us makes us think, feel, and do things.
256 pages, Hardcover
Published February 23, 2021
191 people are currently reading
719 people want to read
About the author
Sean Adams
33books58followersSean Adams is the Chair of the Undergraduate and Graduate Graphic Design Program at ArtCenter. He also serves as Executive Director of the Graphic Design Graduate Program. Adams continues his design practice with The Office of Sean Adams. He is the author of multiple books, and on-screen author for LinkedIn Learning. He is the only two-term AIGA national president in AIGA’s 100-year history. In 2014, Adams was awarded the AIGA Medal, the highest honor in the profession. He currently is on the editorial board and writes for Design Observer.
Adams is an AIGA and Aspen Design Fellow. He has been widely recognized by every major competition and publication, including a solo exhibition at SFMOMA. Adams has been cited as one of the forty most important people shaping design internationally, and one of the top ten influential designers in the United States. Previously, Adams was a founding partner of AdamsMorioka.
Adams is an AIGA and Aspen Design Fellow. He has been widely recognized by every major competition and publication, including a solo exhibition at SFMOMA. Adams has been cited as one of the forty most important people shaping design internationally, and one of the top ten influential designers in the United States. Previously, Adams was a founding partner of AdamsMorioka.
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Displaying 1 - 19 of 19 reviews
February 2, 2022
Nothing really new or insightful. It was a little odd with the author constantly lumping his own work next to classic design examples. Leave your ego out of it. It also ended very abruptly, no conclusion wrapping everything together.
November 22, 2023
Текст не дає ніяких знань щодо роботи дизайну і в основному - це притягнуті за вуха видумки автора, які багато в чому помилкові, або ж маніпулятивні. Це скоріше арт-бук чим книга про дизайн. Якщо ви хочете подивитися картинки для натхнення, вам сюди, якщо хочете покращити навички дизайну, то книга вам нічого не дасть
June 16, 2021
Design is suppose to make you think and feel.. That besides others are the purpose of Design
In fact
I recommend this book as an
Anti dote to the superficial salesmen who are pedalling "design thinking "
Please avoid "design thinking " Pedalers
Do read this book!
In fact
I recommend this book as an
Anti dote to the superficial salesmen who are pedalling "design thinking "
Please avoid "design thinking " Pedalers
Do read this book!
June 25, 2021
Graphic design books come in all sorts of themes or structures: "Designer Greatest Hits" celebrating one's successful career chronologically, "How-To" books sharing one's personal methodology or techniques, and "Design Essays" discussing the nuances of the craft citing details in visual examples. Essay is a stuffy term but if well-presented with a sound foundation, it could be a compelling rationale for how to change design attitudes or approaches to the world we live in.
Sean Adams is currently chair of graphic design at ArtCenter College of Design and an educator/lecturer on Linkedin Learning. He has always continued to design, educate and write using compelling imagery that drives his points home thoughtfully. (Incidentally, my first introduction to Sean was his Typecon LA 2010 lecture on "The Typography of Disneyland" using images he curated and shot throughout the entire park. An excerpt is here: ).
His 12th book (so far) brings forth the idea that good graphic design is emotive and promotes action, but is most effective at its core with a solid rationale. The best design is what it does to people not just in their hearts or hands, but in their head. "How Design Makes us Think" is smartly designed with his trademark bright color palette, a pairing of neo-grotesque & slab serif typefaces (Graphik & Sentinel respectively) and curated with a wealth of visual references both historical and far-reaching. Broken into categories like Seduction, Humor, Anger, Pleasure or Pride, Adams explores the power of design in these genres using contextual examples that encourage readers to take more notice about what they see and what they think it means to them.
In some ways, this is a commentary about the partial history of graphic design or a crash Graphic Design 101 course, disguised as a book. Covering the golden mean, grid systems, geometric forms, typography, and art direction within overall themes make design theory less dry and more relative. While it could be noted that this also serves as a promotional piece for Adams' design work, it more so validates the "practice what you preach" dictum.
It is a belief that perfectly sums up the approach of his book encompassing all 3 structures outlined at the start of this review. It's a satisfying celebration of what makes graphic design meaningful, soulful and motivating...when we pay attention to it.
Sean Adams is currently chair of graphic design at ArtCenter College of Design and an educator/lecturer on Linkedin Learning. He has always continued to design, educate and write using compelling imagery that drives his points home thoughtfully. (Incidentally, my first introduction to Sean was his Typecon LA 2010 lecture on "The Typography of Disneyland" using images he curated and shot throughout the entire park. An excerpt is here: ).
His 12th book (so far) brings forth the idea that good graphic design is emotive and promotes action, but is most effective at its core with a solid rationale. The best design is what it does to people not just in their hearts or hands, but in their head. "How Design Makes us Think" is smartly designed with his trademark bright color palette, a pairing of neo-grotesque & slab serif typefaces (Graphik & Sentinel respectively) and curated with a wealth of visual references both historical and far-reaching. Broken into categories like Seduction, Humor, Anger, Pleasure or Pride, Adams explores the power of design in these genres using contextual examples that encourage readers to take more notice about what they see and what they think it means to them.
In some ways, this is a commentary about the partial history of graphic design or a crash Graphic Design 101 course, disguised as a book. Covering the golden mean, grid systems, geometric forms, typography, and art direction within overall themes make design theory less dry and more relative. While it could be noted that this also serves as a promotional piece for Adams' design work, it more so validates the "practice what you preach" dictum.
It is a belief that perfectly sums up the approach of his book encompassing all 3 structures outlined at the start of this review. It's a satisfying celebration of what makes graphic design meaningful, soulful and motivating...when we pay attention to it.
April 22, 2021
Much more enjoyable than I had anticipated.
January 15, 2023
Крига скоріше для натхнення, ніж для навчання.
Красиве оформлення, цікаві приклади
Сучасний, модний журнал про дизайн українською
Красиве оформлення, цікаві приклади
Сучасний, модний журнал про дизайн українською
October 5, 2024
Sean Adams� How Design Makes Us Think: And Feel and Do Things is more than a manual for creatives; it’s a sophisticated exploration of the symbiotic relationship between visual design and human psychology. In this compelling book, Adams distills the nuances of how design communicates, persuades, and shapes our emotional and cognitive responses, providing an interdisciplinary lens that reaches far beyond the technicalities of design practice.
Adams leverages his rich background in graphic design and education to take readers on a journey that intersects aesthetics, psychology, marketing, and sociology. What makes this book particularly engaging is its ability to communicate complex concepts with both clarity and depth. While the content is accessible to non-designers, Adams ensures that professionals in the field will also find value in his intellectual rigor and theoretical insights.
One of the book’s strengths lies in its organization, which is designed to reflect the multifaceted ways in which humans process design. It is divided into three overarching themes—thinking, feeling, and doing—that correspond to cognitive, emotional, and behavioral responses to design. Adams carefully curates examples from history, pop culture, and the modern digital landscape to illustrate how design not only reflects societal norms but actively shapes them.
In the first section, “Thinking,� Adams explores how our brains process design elements such as form, color, and composition. This segment touches on Gestalt principles and cognitive biases, showing how designers exploit these to control the way information is consumed. The depth of analysis here is impressive, with Adams making reference to classical art, architecture, and even cognitive science. It’s a refreshing departure from more superficial design texts that often fail to consider the science behind perception.
The emotional appeal of design is unpacked in the second section, “Feeling.� Adams dives into the affective power of design, using poignant examples from advertising and branding to demonstrate how emotional connections are forged. His analysis of color theory and typography is rich with psychological insights, offering readers a nuanced understanding of how design can elicit nostalgia, trust, or excitement. Adams� use of real-world case studies—such as Apple’s minimalist aesthetic or Coca-Cola’s evocative branding—exemplifies how successful design resonates deeply with human emotions, creating loyalty that transcends the functional aspects of a product.
The third section, “Doing,� explores how design prompts action, focusing on user experience (UX) and the ways in which design guides decision-making. Adams� discussion of digital interfaces is particularly relevant in today’s tech-driven society. He offers a critical look at how design influences everything from purchasing habits to social activism. This section is where Adams� background as an educator shines through; his ability to weave in pedagogical insights gives readers practical tools to apply in real-world design challenges.
Adams� writing is vibrant and engaging, characterized by a wit that lightens the scholarly tone without sacrificing intellectual rigor. His voice is that of a seasoned practitioner who is equally passionate about design’s potential to change the world and keenly aware of its ethical implications. The book’s structure, enriched by visual examples and sidebars, enhances the reading experience, making complex ideas visually intuitive. It is a masterclass in balancing theoretical insight with practical application.
However, the book does raise questions that Adams only briefly touches upon: What are the ethical responsibilities of designers in an age where visual manipulation is used to serve corporate interests? How do we, as consumers, critically engage with design in a way that recognizes its persuasive powers? While Adams acknowledges these dilemmas, a more sustained inquiry into the socio-political dimensions of design would have further deepened the book’s scope.
How Design Makes Us Think is a must-read for anyone interested in the profound effects design has on our mental and emotional landscapes. Adams deftly blends art, science, and philosophy, crafting a narrative that challenges readers to reconsider the role of design in shaping not just what we see, but how we think, feel, and act. In a world increasingly dominated by visual stimuli, this book serves as an essential guide for both creators and consumers alike, reminding us that design is not merely a backdrop to our lives but a fundamental driver of human experience.
Adams leverages his rich background in graphic design and education to take readers on a journey that intersects aesthetics, psychology, marketing, and sociology. What makes this book particularly engaging is its ability to communicate complex concepts with both clarity and depth. While the content is accessible to non-designers, Adams ensures that professionals in the field will also find value in his intellectual rigor and theoretical insights.
One of the book’s strengths lies in its organization, which is designed to reflect the multifaceted ways in which humans process design. It is divided into three overarching themes—thinking, feeling, and doing—that correspond to cognitive, emotional, and behavioral responses to design. Adams carefully curates examples from history, pop culture, and the modern digital landscape to illustrate how design not only reflects societal norms but actively shapes them.
In the first section, “Thinking,� Adams explores how our brains process design elements such as form, color, and composition. This segment touches on Gestalt principles and cognitive biases, showing how designers exploit these to control the way information is consumed. The depth of analysis here is impressive, with Adams making reference to classical art, architecture, and even cognitive science. It’s a refreshing departure from more superficial design texts that often fail to consider the science behind perception.
The emotional appeal of design is unpacked in the second section, “Feeling.� Adams dives into the affective power of design, using poignant examples from advertising and branding to demonstrate how emotional connections are forged. His analysis of color theory and typography is rich with psychological insights, offering readers a nuanced understanding of how design can elicit nostalgia, trust, or excitement. Adams� use of real-world case studies—such as Apple’s minimalist aesthetic or Coca-Cola’s evocative branding—exemplifies how successful design resonates deeply with human emotions, creating loyalty that transcends the functional aspects of a product.
The third section, “Doing,� explores how design prompts action, focusing on user experience (UX) and the ways in which design guides decision-making. Adams� discussion of digital interfaces is particularly relevant in today’s tech-driven society. He offers a critical look at how design influences everything from purchasing habits to social activism. This section is where Adams� background as an educator shines through; his ability to weave in pedagogical insights gives readers practical tools to apply in real-world design challenges.
Adams� writing is vibrant and engaging, characterized by a wit that lightens the scholarly tone without sacrificing intellectual rigor. His voice is that of a seasoned practitioner who is equally passionate about design’s potential to change the world and keenly aware of its ethical implications. The book’s structure, enriched by visual examples and sidebars, enhances the reading experience, making complex ideas visually intuitive. It is a masterclass in balancing theoretical insight with practical application.
However, the book does raise questions that Adams only briefly touches upon: What are the ethical responsibilities of designers in an age where visual manipulation is used to serve corporate interests? How do we, as consumers, critically engage with design in a way that recognizes its persuasive powers? While Adams acknowledges these dilemmas, a more sustained inquiry into the socio-political dimensions of design would have further deepened the book’s scope.
How Design Makes Us Think is a must-read for anyone interested in the profound effects design has on our mental and emotional landscapes. Adams deftly blends art, science, and philosophy, crafting a narrative that challenges readers to reconsider the role of design in shaping not just what we see, but how we think, feel, and act. In a world increasingly dominated by visual stimuli, this book serves as an essential guide for both creators and consumers alike, reminding us that design is not merely a backdrop to our lives but a fundamental driver of human experience.
May 16, 2022
An interesting book that really does make you think about how a design engages its audience. As an author, I gleaned a number of useful ideas and teachings that I've tucked away for my future book covers.
May 1, 2024
Дуже цікава і гарна книга, ще один спосіб по новому осмислити дизайн.
Нажаль в моєму виданні від 2022 року, десь з середини пішло купа друкарських помилок але те що така книтга була все ж дороблена і видана викликає повагу!
Буду використовувати ці знання на практиці.
Нажаль в моєму виданні від 2022 року, десь з середини пішло купа друкарських помилок але те що така книтга була все ж дороблена і видана викликає повагу!
Буду використовувати ці знання на практиці.
May 6, 2024
Well presented and conclusive. Nothing surprising but it’s nicely documented and I liked the examples. I know some say it’s his personal work but than again he takes it from his own challenges and shows how to implement design techniques to real life scenario’s.
January 29, 2025
what were they seeing ( ? )
It seems reasonable that advertising is influencing western civilization & shaping our perceptions for emotional issues, but this book misses that point(s completely .
What did they believe they were seeing in these ‘examples� ?
+ poorly designed.
It seems reasonable that advertising is influencing western civilization & shaping our perceptions for emotional issues, but this book misses that point(s completely .
What did they believe they were seeing in these ‘examples� ?
+ poorly designed.
June 13, 2022
Cool book with cool examples. Good summer read for people into design.
November 9, 2022
This is a visually appealing and informative book. Organized, easy to follow.
August 26, 2023
Very interested
December 27, 2023
Дизайнерам та тим хто створює, креативить, розвиває продукт книга буде цікавою.
Для мене більш була візуально гарною чим корисною.
Для мене більш була візуально гарною чим корисною.
August 6, 2024
"We are surrounded by design. Every part of the man-made world is designed. Often we stop seeing it; it fades into the background, like telephone poles."
August 21, 2024
The concept is solid and the visuals were interesting, but there were so many typos in this book that I almost stopped reading it.
December 20, 2024
Книга цікаво показує і розповідає про різні концепції в дизайні, але в деякі моменти буває достатньо нудно і не завжди розумієш чому ілюстрації розташовані не зручно.
September 2, 2023
Отримую естетичне, емоційне, інтелектуальне задоволення від таких книг: якісний папір і друк, змістовні ілюстрації, популярно-науковий текст. Пару думок які засіли в голові:
Маркетологи та дизайнери знають, що їхню аудиторію щодня атакують мільйонами повідомлень, більша частина яких не викликає в людей довіри. Щоб його почули, зрозуміли і запамʼятали, дизайнер перш за все має привернути увагу. Він повинен залучити реципієнта до акту комунікації. Дизайн мусить бути простим у розуміння й використанні - та водночас достатньо складним, щоб концентрувати увагу. Глядач чи користувач має піти з приємним враженням від продукту і дизайну.
Реакція на зовнішню форму поєднує три складові: вісцеральний (внутрішній), поведінковий і рефлексивний дизайн. Вісцеральний дизайн, повʼязаний із зовнішнім виглядом, - глибоко біологічна реакція. Щоб вижити як вид, ми мали ухвалювати швидкі рішення на основі зовнішнього вигляду. Яскраві плоди і чисте блакитне небо - цілком сприятливі, а гниле мʼясо та громові хмари можуть зашкодити здоровʼю.
Протягом століття дизайнери віддавали перевагу продуктивності, простоті та чесності. Найкращі рішення поєднують надійність і функціональність із візуальним підходом, що відповідає призначенню продукту. Нині обіцянка ефективності мусить іти поруч із безпечним використанням природних ресурсів. Жодне проектне рішення не є успішним, якщо воно закінчує життя на смітнику. У тренді витончений дизайн, що постійно приносить користь.
Карколомне поняття кохання ставить перед дизайнером непросте завдання, але нагорода - глибинний звʼязок із аудиторією. Любов - це завжди складно: як у житті, так і в дизайні.
Дизайнер може отримати більше, якщо створює меседжі з гумором.
Маркетологи та дизайнери знають, що їхню аудиторію щодня атакують мільйонами повідомлень, більша частина яких не викликає в людей довіри. Щоб його почули, зрозуміли і запамʼятали, дизайнер перш за все має привернути увагу. Він повинен залучити реципієнта до акту комунікації. Дизайн мусить бути простим у розуміння й використанні - та водночас достатньо складним, щоб концентрувати увагу. Глядач чи користувач має піти з приємним враженням від продукту і дизайну.
Реакція на зовнішню форму поєднує три складові: вісцеральний (внутрішній), поведінковий і рефлексивний дизайн. Вісцеральний дизайн, повʼязаний із зовнішнім виглядом, - глибоко біологічна реакція. Щоб вижити як вид, ми мали ухвалювати швидкі рішення на основі зовнішнього вигляду. Яскраві плоди і чисте блакитне небо - цілком сприятливі, а гниле мʼясо та громові хмари можуть зашкодити здоровʼю.
Протягом століття дизайнери віддавали перевагу продуктивності, простоті та чесності. Найкращі рішення поєднують надійність і функціональність із візуальним підходом, що відповідає призначенню продукту. Нині обіцянка ефективності мусить іти поруч із безпечним використанням природних ресурсів. Жодне проектне рішення не є успішним, якщо воно закінчує життя на смітнику. У тренді витончений дизайн, що постійно приносить користь.
Карколомне поняття кохання ставить перед дизайнером непросте завдання, але нагорода - глибинний звʼязок із аудиторією. Любов - це завжди складно: як у житті, так і в дизайні.
Дизайнер може отримати більше, якщо створює меседжі з гумором.
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