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The most successful products are the ones that people love. But what makes us love these products so much? Legendary designers throughout history have found ways to capture people’s hearts and imaginations by creating products that truly resonate with people. Over the course of decades and even centuries, these designers have gradually built up a catalog of timeless principles that apply universally across many areas design (ranging from architecture, to mechanical engineering, to software). Not until recently have these laws been validated and supported by a new wave research studying the human unconscious. This topic may be the key to understanding the cognitive underpinnings behind great design.