> A designer creates an architecture of information within the mind of the recipient of his work. Its structure is comprised of the stimuli that enter through assorted sensory perception channels. The stimuli, which are brought forth by the senses of sight, touch hearing, smell and taste and various aggregates of these senses are set up in the brain of the recipient and there emerges what we call “an image”.

> What is more important is that this structure being created in the brain uses as its building materials not only the external input supplied by the sensory organs, but also memories that are invoked by this input. In fact, the latter may be the primary material of the image. Memories not only lead the recipient to voluntarily ruminate on the past, but, called up in succession as the brain receives outside stimuli, also act to flesh out an image for understanding new information.

> That is, an image is something that is combined with and connected to not only external stimuli […] but also the memories invoked by these stimuli. Postulating generation as sort of an aggregated image, the act of designing means to actively take part in this process.

> I call this the architecture of information because generating this aggregate image is intentional and calculated.

Hara, K.: Designing Design, p.157,158