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Poor Designers are asking visitors to experience the dilemmas of designers regarding the frame of the picture. They will exploit all the space available in the studio and produce special glasses through which everyone is invited to try setting the form of their ‘picture’ (portrait or landscape). They develop a sense of a ‘contained’ view which they can then push and move through its changes from portrait to landscape. Taking in the historical origins of layout terminology and thoughts on: Western style / Chinese ideograms, glossed bibles, Talmud, etc., the Poor Designers make the assumption that during the creative process, the designer asks WHICH SIDE UP? and argue that often the project itself answered / imposes THIS SIDE UP.