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.

Beauty arises from the mix.

All colors are the friends of their neighbors and the lovers of their opposites. Marc Chagall

Design used to be understood as an abstract armature that underlies appearances. Color, in contrast, was seen as subjective and unstable.

In the act of perception, the brain puts together past experience and immediate sensory input in order to successfully navigate the environment.

Designers often focus our attention on the eyes. Blocking the eyes can create emotional tension.

Hierarchy is the order of importance

The principles discoverable in the works of the past belong to us; not so the results. Owen Jones