“A nickel ain’t worth a dime anymore.” – Yogi Berra

The concept of worth as it applies to society hinges on perception. In his book “The Economics of Attention,” author Richard Lanham notes the relationship between consumers and the “nonstuff” that influences their purchasing decisions. More than the function of “stuff,” Lanham argues for the branding of most consumer products and services, placing the idea or message of a good on equal footing with its form and function. The emphasis we place on the “worth” of something is directly tied to the way we view it– things like antiques, autographs, and old cars. The more “priceless aura” accompanies an object, the pricier the object in question.Packaging and appearance are at the forefront of product marketing today.

In “Visual Confections,” Tufte uses the eponymous term to describe “an assembly of many visual events… brought together and juxtaposed on the still flatland of paper.” He goes on to explain that stories, whatever medium, are constructed in such a way that the package appeals to the viewer. Tufte describes the various arrangement of certain “confections,” citing their reasoning and appeal to an audience. He analyzes several texts in an attempt to illustrate his view, noting the propensity for puns, novel associations, and allegory in the most successful and common confections. For Tufte, the connection of nouns and verbs, and the blending of words and images, creates an instance in which the targeted viewer can not only perceive the intended message of confection, but also appreciate its delivery.

Modern-day consumers and viewers–people– are enamored with the idea of things. The utility of a possession is often not half so important as the image it projects, just as the delivery of an idea is equal in importance to the idea itself.