Rough edges and attention

Most of the time, people notice the
If you want to get noticed, don’t be so polished.

This UPS truck has a haphazardly affixed SAFETY sign hanging from the back. Think that’s unintentional? UPS does it on purpose. You notice it because a human being did it.

Same with the seven-page-long menus at diners in New York City. With thousands of things to choose from on the laminated, typeset menu, it’s difficult for some people to make a choice. What to do? Well, there’s a stained 3×5 card paper clipped to the front page listing four special dishes. They’re not specials in the sense that they change every day, they’re just specials because they’re on the card. And yes, that’s what people order.

When in doubt, scrawl make it human.