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What makes things cool?

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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. The Atlantic explains the science behind why we like what we like.


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Additional Resources for you to Explore
TED-Ed: Why we love repetition in music
TED-Ed: The key to media's hidden codes
Gizmodo: The man who made the 20th century beautiful
The Atlantic: How marketers get you to buy stuff
Psychology Today: Mere exposure effect


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TED-Ed Best of Web are exceptional, user-created lessons that are carefully selected by volunteer teachers and TED-Ed staff.

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