Universal principles of design. Lidvell U., Holden K., Butler J.

“This book taught me to better understand the human role in design. Design is not only what we see is more than what lies on the surface. Human motivation is mysterious and hidden at a subconscious level, along with instincts and sensations. “Universal principles of design” expose the forces that drive motivation, and allow the designer to understand the nature of intuitive processes. These principles are not from the field of hypotheses. They are real, they are based on serious research and really work. ” (Kimberly Elam, professor at the Department of Graphic Design of the Institute of Arts and Design Florida, USA)