You count

Waitrose has pinged me an e-newsletter thingy. It’s the first time I’ve seen the new ‘You count’ line. I just can’t stop misreading it without the ‘o’ after the ‘c’. Puerile unconscious interpretation is no reason to not do something, but this looks like a well-meaning concept that’s about to be mashed up and served to the viral snigger merchants of the wild Web. On a somewhat more pedantic note, I find the idea that ‘you count’ clashes with ‘every calorie counts’. I get the play on counting calories, but I can’t shake off the duplication of two things counting. That might be me (sad, dried-up, Müller-Brockmann-loving modernist), rather than them (purveyor of fine and delicious goods). But then there’s the typography…

Tim

PS Stop Press: it has been served up to the viral snigger merchants of the wild Web