Weekend Book Reviews: “How Design Makes Us Think: And Feel and Do Things” by Sean Adams

Sean Adams’ How Design Makes Us Think: And Feel and Do Things is more than a manual for creatives; it’s a sophisticated exploration of the symbiotic relationship between visual design and human psychology. In this compelling book, Adams distills the nuances of how design communicates, persuades, and shapes our emotional and cognitive responses, providing an interdisciplinary lens that reaches far beyond the technicalities of design practice.

Adams leverages his rich background in graphic design and education to take readers on a journey that intersects aesthetics, psychology, marketing, and sociology. What makes this book particularly engaging is its ability to communicate complex concepts with both clarity and depth. While the content is accessible to non-designers, Adams ensures that professionals in the field will also find value in his intellectual rigor and theoretical insights.

One of the book’s strengths lies in its organization, which is designed to reflect the multifaceted ways in which humans process design. It is divided into three overarching themes—thinking, feeling, and doing—that correspond to cognitive, emotional, and behavioral responses to design. Adams carefully curates examples from history, pop culture, and the modern digital landscape to illustrate how design not only reflects societal norms but actively shapes them.

In the first section, “Thinking,” Adams explores how our brains process design elements such as form, color, and composition. This segment touches on Gestalt principles and cognitive biases, showing how designers exploit these to control the way information is consumed. The depth of analysis here is impressive, with Adams making reference to classical art, architecture, and even cognitive science. It’s a refreshing departure from more superficial design texts that often fail to consider the science behind perception.

The emotional appeal of design is unpacked in the second section, “Feeling.” Adams dives into the affective power of design, using poignant examples from advertising and branding to demonstrate how emotional connections are forged. His analysis of color theory and typography is rich with psychological insights, offering readers a nuanced understanding of how design can elicit nostalgia, trust, or excitement. Adams’ use of real-world case studies—such as Apple’s minimalist aesthetic or Coca-Cola’s evocative branding—exemplifies how successful design resonates deeply with human emotions, creating loyalty that transcends the functional aspects of a product.

The third section, “Doing,” explores how design prompts action, focusing on user experience (UX) and the ways in which design guides decision-making. Adams’ discussion of digital interfaces is particularly relevant in today’s tech-driven society. He offers a critical look at how design influences everything from purchasing habits to social activism. This section is where Adams’ background as an educator shines through; his ability to weave in pedagogical insights gives readers practical tools to apply in real-world design challenges.

Adams’ writing is vibrant and engaging, characterized by a wit that lightens the scholarly tone without sacrificing intellectual rigor. His voice is that of a seasoned practitioner who is equally passionate about design’s potential to change the world and keenly aware of its ethical implications. The book’s structure, enriched by visual examples and sidebars, enhances the reading experience, making complex ideas visually intuitive. It is a masterclass in balancing theoretical insight with practical application.

However, the book does raise questions that Adams only briefly touches upon: What are the ethical responsibilities of designers in an age where visual manipulation is used to serve corporate interests? How do we, as consumers, critically engage with design in a way that recognizes its persuasive powers? While Adams acknowledges these dilemmas, a more sustained inquiry into the socio-political dimensions of design would have further deepened the book’s scope.

How Design Makes Us Think is a must-read for anyone interested in the profound effects design has on our mental and emotional landscapes. Adams deftly blends art, science, and philosophy, crafting a narrative that challenges readers to reconsider the role of design in shaping not just what we see, but how we think, feel, and act. In a world increasingly dominated by visual stimuli, this book serves as an essential guide for both creators and consumers alike, reminding us that design is not merely a backdrop to our lives but a fundamental driver of human experience.