How To Make A Product Cool

“To sell something surprising, make it familiar; and to sell something familiar, make it surprising.”

In an article that touches on everything from marketing, to industrial design, to Spotify’s Discover Weekly playlists, The Atlantic explores the art of making products cool.

It explains how the “father of industrial design” Raymond Loewy believed customers are always torn between a curiosity about new things and a fear of anything too new.