(via) This new short from The Atlantic magazine takes a look at the MAYA method, the Mere-Exposure Effect, and the evolutionary psychology that goes into determining what makes things cool…

Although trends might seem completely random, there are well-documented patterns to what becomes popular. A 20th century industrial designer, who created some of America’s most iconic looks, developed a theory of coolness that has been backed up by various scientific studies. Derek Thompson, senior editor at The Atlantic, explains the science behind why we like what we like.