Ellen Lupton

To experiment is to isolate elements of an operation, limiting some variables in order to better study others. An experiment asks a question or tests a hypothesis whose answer is not known in advance.

Generating multiple iterations of one subject is a means of digging deeper. By repeatedly tapping into our mental database of associations and ideas, we are able to exhaust the obvious and get to fresher territory

Visual balance occurs when the weight of one or more things is distributed evenly or proportionately in space.