Loewy had an uncanny sense of how to make things fashionable. He believed that consumers are torn between two opposing forces: neophilia, a curiosity about new things; and neophobia, a fear of anything too new. As a result, they gravitate to products that are bold, but instantly comprehensible. Loewy called his grand theory “Most Advanced Yet... See more

Loewy called his grand theory “Most Advanced Yet Acceptable”—

maya

. He said to sell something surprising, make it familiar; and to sell something familiar, make it surprising.

People gravitate toward products that are bold, but instantly comprehensible: Most Advanced Yet Acceptable--MAYA.