The pictograms create a symbolic model of the world. They have transformed our understanding through graphic elements just as they organize meaning in a new way. They frame human cognition and point to an openness in interpretation. The generic challenge for designers is to look critically at their own work to see how it might perform the same task and point to a wider context of cultural possibility that may be contained and expressed in the design. —Mads Nygaard Folkmann (2013). The aesthetics of imagination in design. MIT Pess.