Much conceptually driven design tends to be intellectual. There are symbols to be read, situations to be noticed, puzzles to be deciphered, combinations to be compared. This way the viewer can understand something. But it is also possible to focus on emotion. Creating a mood or a vibe can bring about a feeling that keys into the content at hand. This might often be hard to succinctly describe or put into words. I still believe that this play on emotion shouldn’t be completely arbitrary. But there is just something about it that creates an atmosphere that feels like the material. This quote from the Joseph Brodsky poem, “On Love” attempts just that.