It is quite a fluent reading experience to read this little ebook. The author introduced several psychological principles related to design that reminded me of another design book 100 Things Every Designer Needs to Know about People. But different from the latter one, this book showed some practical design methods and tips which you can use directly in your work.
Good primer book that should be used for design students, incoming interns, or to educate a client. There are good data sources and graphics that can be pulled in order to convince or educate shareholders on design elements being pitched.