How Design Makes Us Think: Sean Adams

Adams details the power and influence design has within marketing and the world in general. Unlike the other two books I chose, Adams uses a lot of visual examples to express their importance and why they appeal to the reader and the public. While not as wordy as my other two books, this book provides many successful examples of what it means to have a good design and what it takes to create a successful advertisement.

Unlike the other two books I chose, How Design Makes Us Think uses multiple visuals/images for every chapter to highlight specific examples of an effective advertisement/idea. All chapters within the book are not named after a successful advertisement from a brand. Still, rather an idea or feeling that captivates a person into wanting a specific thing/product. Adams leans heavily on design and imagery throughout the book, and this strategy proves to be effective as the reader is able to get visuals of what a successful product or advertisement looks like. Adams also provides text about why a specific product is appealing and how they appeal to us (the consumer). 

The Introduction is brief and covers what designers do to make an effective product. Adams highlights how intuition is one of a designer’s greatest tools for success. While a designer primarily uses research, logic, and rationality to create their piece, the pivotal factor that can make the “wow” to a piece is often the designer’s unique intuition. Adams provides an example of how an artist/designer's intuition can differentiate between engaging the viewer and causing disinterest. This theme carries perfectly into the next chapter, “Seduction,” which also highlights how to gain the excitement/attention of the audience or to fail and give the audience a taste of disgust. Again, Adams uses many visual examples ranging from paintings to Starbucks cups that show what seduces a viewer to think something is worthwhile. Adams also talks about the valuable use of coloration and how the primary colors grab the audience better than more advanced colors. Adams explains that the primary colors instinctually give an audience a comforting sense as they are naturally appealing and easiest for an audience to understand. 

The next chapter focuses on efficiency and how to deliver a clear-cut message in a simplistic form. Sometimes, going for an overtop design can be effective, but these ads often fail because they are too complex for a viewer to understand the agenda. Being straightforward is somewhat bland but highly effective at selling the idea. Adams sums the chapter up well in the section “Less is More.” (p. 43). 

The next two chapters express the themes of Love and Humor, both effective tools that can really sell an audience. Love is difficult to express, and it’s also hard to be funny; however, successfully utilizing either tool can work wonders for a designer. Adams explains that for somebody to love an idea, “the communication must connect the message on an emotional level closest to one’s identification with the emotion of love. The combination of an inherent emotion combined with memory and association creates a dynamic mnemonic.” (p. 52). Adams also says what or how we find something humorous varies, but if pulled off correctly, it can greatly sway a person towards their specific preference. 

Adams explains more topics/themes throughout the book and provides a plethora of images to accompany his messages. Overall, Adams's visuals, themes, and delivery make this book highly effective for those wanting to get a better understanding of design and how to create effective advertisement(s).