I love it. What is it?: The power of instinct in design and branding

"Design is often treated as surface — packaging, advertising, logos. But this book argues for instinct: the gut-feeling, the immediate emotional effect which good design triggers before we can rationalize it. In exploring branding, logos, spatial design, and more, I Love It! What Is It? reframes design not as decoration, but as communication at its most essential. Every object we grasp, every label we read, every storefront or web-page we scroll through — these use visual intelligence to speak to us, to shape desire, identity, belonging. And of course, coming from publishing house Phaidon, it is a beautiful example of well executed design. In a world saturated by sensory stimuli, this book asks us to pay attention by asking why a design works, what it signals, and what it asks of us."