The Predictable Magic to which Prahalad and Sawhney refer in their recent book has been given the moniker of Psycho-Aesthetics, and Ravi's firm RKS has applied it successfully to a range of products over his career as a consultant. What they're getting at is not what is commonly recognized as aesthetics (the visual sense). Instead what looks are to the eye, Psycho-Aesthetics are to the soul or the psyche. In the Afterward they provide the clearest description of their end goal: "It's not how you feel about the design or the experience; it's how it makes you feel about yourself."
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