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Evapco Catalog

Evapco Catalog - The aesthetic that emerged—clean lines, geometric forms, unadorned surfaces, and an honest use of modern materials like steel and glass—was a radical departure from the past, and its influence on everything from architecture to graphic design and furniture is still profoundly felt today. The static PDF manual, while still useful, has been largely superseded by the concept of the living "design system. It allows you to see both the whole and the parts at the same time. First studied in the 19th century, the Forgetting Curve demonstrates that we forget a startling amount of new information very quickly—up to 50 percent within an hour and as much as 90 percent within a week. The natural human reaction to criticism of something you’ve poured hours into is to become defensive.

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ATWB Closed Circuit Cooler EVAPCO
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Monthly archive EVAPCO

If the 19th-century mail-order catalog sample was about providing access to goods, the mid-20th century catalog sample was about providing access to an idea. And then, a new and powerful form of visual information emerged, one that the print catalog could never have dreamed of: user-generated content. The 21st century has witnessed a profound shift in the medium, though not the message, of the conversion chart. The purpose of a crit is not just to get a grade or to receive praise. It is a sample not just of a product, but of a specific moment in technological history, a sample of a new medium trying to find its own unique language by clumsily speaking the language of the medium it was destined to replace.

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