The effort heuristic Psychologists have noted that people tend to place greater artistic value on images when they can see the work that has gone into them — a tendency known as the “effort heuristic”. They are also more likely to connect emotionally with the work if they can detect the human hand, says Goldsmiths’ Chamberlain. “There’s an argument that if we see a brush stroke, we almost recreate it, and that’s part of the connection we feel with the artist — you can feel the intention.” Perhaps to capitalize on this, some architects now show presentation drawings that look hand-drawn but are actually generated entirely by computer. “It’s totally fake,” says Brillhart. “They just take a computer image into Photoshop and put filters over it to make it look like it’s drawn by hand. It’s kind of amusing — instead of just sitting down and drawing for an hour, they spend eight hours making it look like a hand drawing.” Nick Jones, Back to the Drawing Board liespsychologydeception
A state of energetic repose Read the text before designing it. Discover the outer logic of the typography in the inner logic of the text. Make the visible relationship between the text and other elements (photographs, captions, tables, diagrams, notes) a reflection of their real relationship. Give full typographic attention even to incidental details. Invite the reader into the text. Reveal the tenor and meaning of the text. Clarify the structure and the order of the text. Link the text with other existing elements. Induce a state of energetic repose, which is the ideal condition for reading. Robert Bringhurst, The Elements of Typographic Style The inner nature of material typography