“Make the sign bigger!” “| Seth’s blog

In fact, the sign will never be big enough

Make the announcement louder. Enlarge the logo. To scream. Call more people on the phone to sell them an extended warranty. Send more emails. Shake harder.

None of this works.

The problem with the fountain isn’t that they didn’t make a big enough sign. The problem is that the fountain itself is poorly designed. It’s an attractive nuisance, a dangerous thing to put in the middle of a boring yard. The sides invite to sit and stand, and the height invites people to walk in and around. And the consistent clues of its design won’t be overruled by an ugly, intrusive sign, even one in red with ALL CAPS.

And stronger, more persistent PA announcements aren’t going to help if the situation people find themselves in has caused them not to listen.

And a bigger logo isn’t going to make someone care about your business if the product and your story don’t resonate with them.

To insist on a larger interruption is lazy. It’s lazy because if you really cared about fixing the problem, you would change the situation, without yelling about it.

If you get the right design, you can whisper instead.

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