Universal Principles of Storytelling for Designers

Emotion

Infrathin

A feeling so small it is barely perceptible.

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There is a sense, an experience, that is not a sense at all; it’s not even a word found in the dictionary, a word without a definition but unquestionably a feeling: INFRATHIN. You cannot touch it. You might not be able to explain it, but you feel it. The term was coined by French artist Marcel Duchamp, who sought to disturb rigid thinking and introduce provocative dialogue in the arts. He was famous for what was referred to as “readymades”—everyday objects he transformed into art by selecting, modifying, and presenting them in new ways. They included a wooden stool with a bicycle ...