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.”
In System A, there is no architect separate from the contractor. We are builders, simply. As builders, we have a direct feeling about construction. We feel it in our fingers, so it is down to earth. One result of this down-to-earth quality is that everything is somewhat experimental. We make experiments all the time. Sometimes we place a piece of wood this way. Another time, we may like to try it that way. Any time something new comes up in the design of a building, we are very likely to try and invent the best way of building it. This is not a great big invention. Just a simple invention, the way we might invent a way of tying a piece of string, to hold a broken toy together. It is just practical.