It was a busy summer this year. I made four road trips to New Jersey and Ohio, Virginia, Connecticut and again to Ohio through Tennessee. Having lived in New Jersey for 28 years, I knew it was one of the very few states where one does NOT pump their own gas. Not that one ever got much "service" other than getting their gas pumped. Gone are the days when attendants would wash your windshield or ask to check your oil.
While pumping away on a highway stop, I took a moment to look at the pumps, littered with colorful labels that the station owner just continues to sticker wherever possible, and stopped to think, we are so bombarded with messages sometimes it is really no wonder the mantra in communications is, "no one reads." Believe me, it is painful to walk through a grocery store...but maybe that is just me!
Of course, when one has to pump their gas, there is plenty of reading material here!
Not that any of my clients would ever create visual overload...but, always keep in mind where a sign is placed. Even the smallest of signs placed against a simple uncluttered backdrop can be effective. On the other hand, even large, all caps, bold text on a bright yellow background can be overlooked amidst a jungle of messages.