(Mark Cook on aiga.org) – I recently acquired a bottle of Method hand soap. I spent two dollars more than I would have on the generic brand—why?—because I liked it. I liked the bottle shape, the minimalist design aesthetic, the embossed brand mark, the color palette. The fact that Method produces a responsibly made product was a perk, but (please don’t judge me) this wasn’t the foremost factor in my decision to make the purchase. I simply wanted something I liked. As you might have guessed, this decision was driven primarily by formal design considerations.

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