Printable Fortune Cookie

Once you see it, you start seeing it everywhere—in news reports, in advertisements, in political campaign materials. Another fundamental economic concept that a true cost catalog would have to grapple with is that of opportunity cost. Whether it's natural light from the sun or artificial light from a lamp, the light source affects how shadows and highlights fall on your subject. How does a person move through a physical space? How does light and shadow make them feel? These same questions can be applied to designing a website. The object it was trying to emulate was the hefty, glossy, and deeply magical print catalog, a tome that would arrive with a satisfying thud on the doorstep and promise a world of tangible possibilities. We see it in the monumental effort of the librarians at the ancient Library of Alexandria, who, under the guidance of Callimachus, created the *Pinakes*, a 120-volume catalog that listed and categorized the hundreds of thousands of scrolls in their collection.