Record sleeve designer Peter Saville credits Michael Peters and his fish fingers for opening his eyes. In an editorial forward for Q magazine, Saville says Peters, who once ‘led the way in consumer packaging design’, apparently asked him what his goals were as a designer.
Saville replied with the ‘ambitious’ response, ‘I’d like to make the UK look better’. To this, Peters replied, ‘I’d like to make fish finger packaging 10 per cent better’. Peters’ curious reply, says Saville, led him to understand his own potential more clearly. ‘If you can make something like fish finger packaging as much as ten per cent better in your lifetime, that’s as much as you can hope to do,’ he suggests.