The secret of taste: why we like what we like

www.theguardian.com

"One of the reasons we cannot predict our future preferences is one of the things that makes those very preferences change: novelty. In the science of taste and preferences, novelty is a rather elusive phenomenon. On the one hand, we crave novelty, which defines a field such as fashion (“a field of ugliness so absolutely unbearable,” quipped Oscar Wilde, “that we have to alter it every six months”). But we also adore familiarity. There are many who believe we like what we are used to. And yet if this were strictly true, nothing would ever change. There would be no new art styles, no new musical genres, no new products."

"The architect's role is not to give the client exactly what he asked for, but to project tastes no one knew they had"

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