If it didn’t kill the cat, it would at least draw attention to the project. The master of this is Salvador Dali whose work never fails to engage the public, even if it was executed at the smallest scale. The fact is we need to be interesting, at times surprising or even shocking. Good design works at an emotional level, or sometimes they simply leave us in awe with wonder or intrigue. Another well-regarded expert in this context is the impossibly curious Antonio Gaudi. Gaudi’s work is best described as being “awesome”.