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The real work of a professional designer is to build a solid, defensible rationale for every single decision they make. Furthermore, the modern catalog is an aggressive competitor in the attention economy. 7 This principle states that we have better recall for information that we create ourselves than for information that we simply read or hear. You will also find the engine coolant temperature gauge, which should remain within the normal operating range during driving. To learn to read them, to deconstruct them, and to understand the rich context from which they emerged, is to gain a more critical and insightful understanding of the world we have built for ourselves, one page, one product, one carefully crafted desire at a time. 6 The statistics supporting this are compelling; studies have shown that after a period of just three days, an individual is likely to retain only 10 to 20 percent of written or spoken information, whereas they will remember nearly 65 percent of visual information.