'In 1967, Ad Reinhardt wrote: "Words in art are words, Letters in art are letters, Writing in Art is writing." This statement can be borne out by how we "read" text and image differently. Alfred Yarbus's eye-tracking research in the 1950s and '60s showed that the observer's eye repeatedly returns to the same elements of a painting when examining it. Thus, additional time spent on perception is not used to examine the secondary elements, but to re-examine the most important elements.' (Introduction, 29)