When someone looks at your photograph, what reaction do you want the viewer to have? Applause? Thumbs up? A comparison, an association, a technical evaluation, a purchase? All of these, I suppose, are a valid objective for producing and sharing our artwork. How we answer this question determines, to a large degree, what and how we produce our artwork. For me, the answer is always none of the above: The reaction I hope for is a thought. Art as image and idea.