On the subject of words, have you noticed how little sense there is in the rationale given by most design groups for their work? Having sat through many a presentation where verbiage overshadows the quality of the work, I wonder what clients make of these bids to “reposition the brand”, “challenge the consumer” and “appeal to a younger market”.
Such jargon may appeal to brand managers, but how many designers really understand what they are saying? And how does the end user cope without benefit of a full-blown explanation? All they have to go by are the instructions on the pack, and the rest of us would welcome a bit more plain speaking.