
Maybe it's because I feel like my toes are being stepped on--I prefer to scrawl the smart-ass comments on my grocery bags myself, thank you very much--but I'm getting really tired of being addressed by the products I buy. I'm especially sick of that fake cozy we're-all-funny-buddies-here tone they use to address me with.
"In your hand--yes, that hand right there--you are holding some juice. Some juice that some folks we know got together and squeezed for you. It's just juice. Not gonna save the world, but we like to think it's a start."
You know the kind of crap I'm talking about. I guess it's supposed to make you think Yes, I will be thrilled to give you four dollars for six ounces of liquified oranges, because it's so cute and clever that I totally wanna be bff with you guys! LYLAS, Odwalla!!! xoxoxoxoxo!!!!!
I hated the Dodge Neon "Hi" campaign when that came out in the early 90s, and it's only gotten so much worse since then. Hey, grocery bag/juice bottle/couscous package? We are not friends. I do not secretly wish you were a person so I could hang out with you. Your marketers are trying to get my money, and I am trying to buy something that meets my needs for the least amount of that money possible.
I am not opposed to you* making it fun to buy and use things; good design really does make everything nicer, but enough already with the studied quirkiness. I don't care how upscale the market is or how organic the chocolate bar, I don't want a monologue from my purchases. If you're serious about wanting a more personal connection with your customers, make sure your service-level employees are happy. Trust me, we can tell.
Ni Hao Awesome Joolie!
Fuck you, flickr.
There are much more important things to get spun up about right now, I know, but I think this stuff can be really insidious, in its own condescending, primary colored, hand-lettered way.
And now I will finish drinking my beer, which is refreshing because its label only wants to tell me that it was made in Germany, and also that one might have regrets if one were to drink too much of it while pregnant or driving around.
*And why am I calling you "you?" See how pervasive this is? It's ridiculous. Actually, no, I'm ridiculous. I think part of why I'm mad is because I know what's going on and on some level it still works.