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During a visit to my friend Jason’s house, I saw this book on the table as we were chatting.

As I opened the first few pages, I instantly knew it was a book I’d be interested in. I’m very interested in cognitive biases, perception, and influencing behavior with design and this book simplifies and easily covers many things like Baby Faced Bias (things that are rounded in shape like a Volkswagon beetle are seen as immature, cute or adorable).

By understanding invisible biases that we don’t normally perceive are happening, we are able to control a lot more than we think in our work, design, and life.

There’s two versions of the book, the larger version and the Pocket Universal Principles. Personally I like the little version as it takes up less space and covers everything the same.

Thanks Jason you’re always showing me the good stuff!

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I’d love to make something together!