There is a job idea being floated in my area. I can’t go into detail because I haven’t been offered the job, (and won’t be) and I don’t want expose the person who shared it with me. Someone is looking for some website design and print design work. They have recognized a flaw in the perceived image of their product and wish to correct it. The actual product (high end technical product) is irrelevant in this case because they aren’t actually trying to fix it. No, rather than fixing the product (the flaw is real) they are trying to change the way their product is seen.

Rather than do anything to improve their product, they are spending their money on an improved website, and a “flashy new brochure”. Graphic Design at it’s worst. Selling something that isn’t quite what it appears to be for more money than it’s worth. I don’t feel the need to identify this product because the public perception is already poor, and this ad campaign will fail. I reserve the right to make fun of it later if it actually develops. Management always likes to overestimate their ability to sway customers with flashy brochures and slick websites. Like a customer (highly educated for this product) will decide that a product isn’t worth the money but change their mind because the company has a really cool website. Or when comparing specifications they will be swayed by the superior quality of the brochure, even though the product looks like crap and the reviews are poor.

Their expected result would probably sound something like this… “Looks bad, too expensive, poor service, but Wow! Shiny paper!“