Publisher's Synopsis
For decades we have approximated general meanings for what makes things esthetically pleasing. This book serves to decode the principle elements that comprise the emotive response nestled within the branding of 'cool', or as verbalized by the parlance of the urbane: "fly". Learn the secrets of how esthetic valuation can be used to improve people, places, objects and experiences. #isthisfly #isthiflychallenge
