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What we've been up to lately.

Dramatic Simplicity™ & Schrödinger’s Cat

We are guided by Dramatic Simplicity in design. but also as an overarching principle to life. The term addresses a tension – the emotional appeal of drama versus the characteristic beauty of simplicity. Too much drama complicates, and too much simplicity is common.

The following experiment explores inherent tension in a more theoretical context (cited in the Stanford Encyclopedia of Philosophy).


A thought experiment devised by Austrian physicist Erwin Schrödinger, presents a cat, a flask of poison, and a radioactive source in a sealed box with an internal monitor. At some point, the monitor will detect radioactivity, causing the flask to shatter, releasing the poison, which kills the cat. The Copenhagen interpretation of quantum mechanics implies that the cat is both dead and alive until the box is opened. Once you look inside the box, you will see that the cat is either alive or dead, but until then, the observer must accept the co-existence of what seems to be opposites. Just more proof that you should always think outside the box.