Chapter 3 :
People are drawn to objects that are novel, yet familiar enough to be recognizable.
an undiscovered recipe for good design: a combination of familiarity with more exciting or novel characteristics. In so doing, Loewy developed the first theory of what people like and, therefore, what becomes fashionable. His findings led him to a principle he called MAYA, or most advanced yet acceptable.The idea is simply that people are drawn to two things in an object. First, they like things that are typically recognizable, and second, they grow weary of overly familiar things. Because of this, he reasoned, successful designs are those that strike a balance between these two aspects