“Step with me, if you will, into my humble DeLorean, and travel back in history to that time you fell asleep in your design theory course. You didn’t need Gestalt theories, you thought. You already knew how to make a killer logo. You had more important things to do, like daydream about becoming Sagmeister’s next protegee. I hate to break it to you, but those fundamentals of perceptive organization go way beyond just making a pretty picture. In fact, they are the keystones of the cognitive-emotional-behavioral process, and understanding their practical application enables us to engineer more powerful user experiences.” - × × ×