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Aesculap Surgical Catalog

Aesculap Surgical Catalog - This interactivity represents a fundamental shift in the relationship between the user and the information, moving from a passive reception of a pre-packaged analysis to an active engagement in a personalized decision-making process. The artist is their own client, and the success of the work is measured by its ability to faithfully convey the artist’s personal vision or evoke a certain emotion. Each choice is a word in a sentence, and the final product is a statement. It was a tool, I thought, for people who weren't "real" designers, a crutch for the uninspired, a way to produce something that looked vaguely professional without possessing any actual skill or vision. It was a constant dialogue.

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A professional designer knows that the content must lead the design. This is not necessarily a nefarious bargain—many users are happy to make this trade for a high-quality product—but it is a cost nonetheless. The 3D perspective distorts the areas of the slices, deliberately lying to the viewer by making the slices closer to the front appear larger than they actually are. The act of looking at a price in a catalog can no longer be a passive act of acceptance. You couldn't feel the texture of a fabric, the weight of a tool, or the quality of a binding.

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