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Amsterdam Catalog

Amsterdam Catalog - This is the semiotics of the material world, a constant stream of non-verbal cues that we interpret, mostly subconsciously, every moment of our lives. An architect designing a new skyscraper might overlay their new plans onto a ghost template of the city's existing utility lines and subway tunnels to ensure harmony and avoid conflict. " While we might think that more choice is always better, research shows that an overabundance of options can lead to decision paralysis, anxiety, and, even when a choice is made, a lower level of satisfaction because of the nagging fear that a better option might have been missed. The old way was for a designer to have a "cool idea" and then create a product based on that idea, hoping people would like it. It's a single source of truth that keeps the entire product experience coherent.

A catalog page from the 1903 exhibition at the Rijksmuseum in Amsterdam
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(after) Keith Haring Keith Haring Stedelijk Museum 1986 (Keith Haring
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Amsterdam catalog Massimo Chiti
Amsterdam catalog Massimo Chiti
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The rise of template-driven platforms, most notably Canva, has fundamentally changed the landscape of visual communication. I wanted to be a creator, an artist even, and this thing, this "manual," felt like a rulebook designed to turn me into a machine, a pixel-pusher executing a pre-approved formula. They were the holy trinity of Microsoft Excel, the dreary, unavoidable illustrations in my high school science textbooks, and the butt of jokes in business presentations. Without the constraints of color, artists can focus on refining their drawing techniques and exploring new approaches to mark-making and texture. 36 This detailed record-keeping is not just for posterity; it is the key to progressive overload and continuous improvement, as the chart makes it easy to see progress over time and plan future challenges.

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