It was intriguing to read a scientific paper based on design. Again, this is a beautiful connection between art and science. My biggest take away from this was a sense of it exemplifying “the research,” because it sought to hypothesize and support or falsify effective design techniques regarding vividness, empathy, attention-holding, etc. I think we were all a little weary about “the research” before… but after reading something like this, I am even more so convinced research and science have a place specific to catalyzing design. Like an ligand and an enzyme, these two fit together perfectly (most times… we must always account for mutation [;).