Monthly Archives: September 2010

Balls™

If you set out to celebrate engineering you must ensure your copy is brilliantly engineered. The ideas must make sense. The thoughts must connect. The jargon should lead to illumination, not frustration. The benefits should flow from the conversation, not remain obscured by self-satisfied technical babble.

Posted in Advertising, Brand, Business, Copy analysis, Design, Jargon, Tone of voice, Writing | Tagged , , , , , , , , , , , , , , , , , , , , | Comments closed

Sweetly mixed

The need to ensure that museum visitors ‘get’ everything first time is corrosive and limiting. There’s nothing wrong with captions and catalogues that stretch our understanding, that is what the process of learning involves, after all

Posted in Design, Food, Graffiti, History, Storytelling, Tone of voice, Travel, Writing | Tagged , , , , , , | Comments closed