Why designers flip out over ambigrams

11/16/2012 | SmashingMagazine.com

Ambigrams -- carefully designed words that read the same way when flipped upside down or rotated -- are a powerful design tool, writes Maggie Macnab. The weird symmetries of ambigrams appeal to viewers on an intuitive, almost subliminal level, Macnab explains. "The ambigram is one of the few modern letterforms that engage both your intellect and intuition simultaneously," she writes.

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