These are pragmatic reasons for using convention in architecture, but there are expressive justifications as well. The architect's main work is the organization of a unique whole through conventional parts and the judicious introduction of new parts when the old won't do. Gestalt psychology
maintains that context contributes meaning to a part and change in context causes change in meaning. The
architect thereby, through the organization of parts, creates meaningful contexts for them within the whole. Through unconventional organization of conventional parts he is able to create new meanings within the whole. If he uses convention unconventiobally, if he organizes familiar things in an unfamiliar way, he is changing their contexts, and he can use even the clichC to gain a fresh effect. Familiar things
seen in an unfamiliar context become perceptually new as well as old.