The theory of micro-macrocosm can be split into two parts, both of which are equally important and symbiotic together. Basically put, Tufte theorises that successful designs are created using many micro elements which combine and work together in order to create the macro – they must work together simultaneously to create another, much larger image. As well as being its own theory, micro-macrocosm can link together each of Tufte’s other theories within Envisioning Information (1990), it takes inspiration from layering and separation as it too uses layers to create an alternate meaning.

Tufte provides the poignant example of the Vietnam War Memorial. This is an example of micro-macrocosm because it holds both meanings. From afar the reflection of the Lincoln and the Washington monuments can be seen, showing homage to the past hardships America has persevered through. However upon further viewing the names of the fallen soldiers can be read in chronological order of their deaths.

Similarly to another example I have used, an example of an advertisement I have found which encapsulates this theory is an excerpt from a 2014 Wendy’s campaign which promotes that the customer can build their sandwich in an attempt to give their customers diversity within their menu but also promote less wastage of food and have the opportunity to spend less money of new ingredients. Each element can be a standalone ‘micro’ item, for example, the lettuce can be shown to be lettuce same with the bacon and other items shown. On the other hand however, the full sandwich is the macrocosm, as the combination of all the micro aspects has come together and combined to create the sandwich.

Bibliography:

Morran, C. 2014. Wendys Testing Build-your-own Sandwich Idea. Available online: Wendy’s Testing Out Build-Your-Own Sandwich Idea – Consumerist [Accessed 14/11/21]

Tufte, E. (1990). Envisioning information.

Unknown. 2005. Vietnam Memorial Reflection. [Photograph] Available online: https://prints.abpan.com/Vietnam-Veterans-Memorial/i-JtxSdtc/A [Accessed 14/11/21]