Richard Ruina

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The golden ratio φ (phi) 1: ~1.618 is asymmetrical, though universally recognised for its beauty. Fig. 55. Golden ratio It is also generative in a number of respects. Starting from a rectangle whose sides are in the ratio 1: ~1.618, adding a square produces another rectangle, also in the golden ratio, that includes the first. Or, moving in the opposite direction, within any ‘golden rectangle’ a square can be inscribed which produces another golden rectangle. And so ad infinitum.
The Matter With Things: Our Brains, Our Delusions and the Unmaking of the World
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