Chapter 5. Who Do You Remind People Of?
THERE’S A THIRD, and final, dimension to consider when evaluating the effect of aesthetic choices: associations. In truth, we make cognitive as well as emotional associations with just about everything processed by our brain. But, there’s enough to be said specifically about aesthetic associations that we should discuss this dimension separately from cognition and affect. Let’s revisit two versions of our familiar our button example one last time. First we we have:
Pretty standard, right? Let’s examine the choices presented to us: Cancel (do nothing) or Delete Everything. The latter is a pretty serious option—and ...
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