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$5 poster has been my best design reference for years.

21 kinds of tuna, adopted from goodwill.

A framed "Tuna of the World" poster showing 21 kinds of tuna, hanging on a white wall above a desk with a laptop, a keyboard and a small lamp.

Different species. Different oceans. And evolution gave every one of them the same body. I sit and stare at it wondering what in the code keeps arriving at the same shape.

That's the thing about science books. It's not that the pictures are beautiful (they are). It's that every field has already invented the clearest possible way to draw its own ideas - and almost nobody in design goes and looks.

Take genetics. Open any textbook and look at how it draws inheritance. Pedigree charts. Sequence alignments. Different diagrams, but the same principle underneath - every lineage you can draw traces back through shared ancestors.

That's what inheritance is. Many things converging into one.

The field already designed that. It's perfect. And it's free.

And yet science keeps getting branded out of the same stock kit - a blue gradient, a glowing helix, a microscope, a petri dish, a gloved hand with a pipette, a mesh of dots pretending to be a network.

All picture. No diagram.

The shape the science already drew gets left on the page.

A textbook isn't a mood board. It's a field handing you, for free, the most honest way it ever found to represent itself.

Don't copy the picture. Steal the diagram

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Zhenia Mohyla
Written by

Zhenia Mohyla

Co-founder · Design & Strategy

I lead design and strategy at Norml, shaping client work, internal systems, and the studio’s creative direction.

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