James Cameron and Nicholas Christakis just authored a new book titled “Connected,” discussing the intricacies of social networks. While not having had a chance to read through the whole of their findings, I was drawn to one observation about our behaviors having a ripple effect on our network of friends.

Not just our friends, actually, but our friend’s friends as well.

Apparently, with up to three degrees of separation, we have the ability to affect others moods, decisions, buying habits and voting patterns, among other things. This goes double for members of the same sex in a social group. We all have an understanding that we humans love to follow the herd, but I certainly like to think that my moods and my decisions are my own, and no one else’s.  Apparently not.

And while in some ways that saddens me that we are SO susceptible to what others say and feel, it can also be very comforting. We create these social networks, whether online, or in the traditional sense, on purpose. There is a sense of contentment and community that we find in turning to others on our good days and bad days, and it’s great that we can rely on the opinions of those we find useful. Our social networks are our safety net, and if that means that when a friend is having a bad day, that saddens us, and we feel empathetic, I think that makes us all the more “Connected,” as it were.

In terms of how this relates to the marketing sphere, I think the most obvious connection is that we are influencers over our network in a very real and measurable way. As consumers, we now live in a world with online ratings for every product in our lives. Every choice we make as consumers becomes a very deliberate one, and I know I feel a responsibility to let the greater internet community know if a product has either over/underwhelmed me. In so doing, we take care of this network we’ve created. It all seems like a win-win to me.

I’ve often found myself wondering why everyone was staring at their mobile devices during the evening commute every day. What was so engaging that they couldn’t take a break from the screen for the time it takes to get from work to home? Didn’t we all just LEAVE our computer screens at work? Don’t our eyes and our brains need a rest? And please, don’t get me started on people who can’t wait to talk at full volume to their friends about the amazing night they had last night.

But, back to the folks engrossed in whatever is going on in those tiny screens—I always just assumed that everyone was checking their work email repeatedly. But, recently, I’ve gotten a little nosy, and it turns out people are having FUN on their handheld devices…that’s right, actual FUN! What have I been missing here? I mean, I haven’t had anything other than a very outdated iPod and a more outdated flip phone riding around with me everyday—not the most fun toys out there.

Well, now, all of that has changed. I’ve finally succumbed to what mobile devices have to offer (though to be fair, I haven’t gone full iPhone yet. Why rush things now?). Oh my goodness! How long has this been here? People need to KNOW that these tiny things are capable of so much! Wait a minute—everyone already does.

From movies and music, to hi-resolution cameras and PDAs, these little wonders are fully loaded. And, well, who can forget about the applications? These apps are like bright little pieces of candy: a “Dinner Spinner” that helps me decide what to cook depending on the ingredients in my fridge, an app that shows me the cheapest place in my neighborhood to fuel up my car, a flashlight app to keep me safe, so many games…it’s endless!

Apple is set to pass the 100,000 app mark soon, with other providers slowly bringing up the rear. And boy is Apple is reaping the benefits. According to the mobile advertising startup AdMob, each month, $200 million worth of applications are sold through iTunes. This is nothing to sneeze at. So excuse me for time spent chastising all of you with your faces glowing on your commutes—I happily join your ranks.

A design trend that seems to be constantly evolving–yet always remain in style–is a clean and uncluttered look.

The ability to clearly get a message across in a simple and beautiful way never seems to get old, for designers and for consumers. The airy feel of an ad calls back to what we love, though can’t always achieve in our own lives—spotlessness.

The American pursuit of perfection always includes a tidy home and newly waxed car. We are a nation obsessed with cleaning products and teeth whiteners. So, when a logo is simple, and an ad expresses an idea quickly and cleanly, that’s just one more little piece of the puzzle that’s in order. Our eyes like things to be lined up and organized, whether we know it or not.

That certainly doesn’t mean that there isn’t a place for more detailed and complicated design, but I truly believe that a killer concept with a very simple look will deliver the message faster, and make the company being represented appear more professional while having an accessible appeal.