"The design of every product conveys certain information, and modern consumers are experts in reading the language of product design. Most of us can discern the different messages conveyed by a Rolex versus a Swatch, a Porsche versus a Hummer, a Kenneth Cole versus a Bally, or an iMac versus a Compaq.

But whether we're talking watches, cars, shoes, personal computers, or any other mass-produced item, how many of us can say with any real conviction what differentiates a good design from a bad one, or exactly how the good design manages to tell its story so clearly and so well to so many people?".

"Design experts, psychologists, marketing theorists, and even French philosophers have wrestled with these questions for nearly a century. But few have provided more comprehensive or persuasive answers than international industrial design authority Del Coates has in this accessible book. Watches Tell More than Time is a much needed resource for shaping corporate design strategies, evaluating product designs at any stage of development or marketing - and optimizing them."--BOOK JACKET.