Slogans and Labels

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We are more inclined to read slogans than labels. We like sound-bites rather than information. We’re drawn to quick wins rather than long-term solutions.

During the US Election campaign, some Trump supporters bought hats bearing the slogan “Make America Great Again”.  Reports suggested that some of the hats available online had labels stating they were made in China. These may have not been official Trump merchandise, and there’s nothing intrinsically wrong with hats made in China. But, if you believe buying domestic products is an important aspect of making your nation great again, it’s important to check the label, as well as read the slogan.

Politics has always favoured slogans. And all too often, the electorate vote for the soundbite, not caring about the truth behind it. It seems that, as long as it fits on a cap, t-shirt, or can be plastered in massive letters on the side of a bus, many people don’t care about the truth behind the slogan. In fact some commentators have gone so far as to say that we are living in a “post-truth era”. (Another “sound-bite”, I guess).

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I Didn’t See The Signs…

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If you live in the UK you could share in one of my particular frustrations: the sheer volume of signs on our roads. It’s like we have made an industry out of producing and erecting them, often clustered together within just a few meters of each other.

Even when driving at a steady pace, it’s difficult to take them all in, or remember and apply the information or instructions they convey. (Just to clarify, I do recognise speed limit signs – I don’t want my license revoked thanks to this blog!).

The signs are there to protect both road users and pedestrians, and I have no issue with the notion of protecting ourselves. But there is a danger that the more signs we see, the less we pay attention to them.

We sign to say we have read and understood the terms and conditions, when in fact we’ve done neither. There are too many of them to read, so we don’t read any of them – researchers in Norway found that, on average, it would take over 31 hours just to read the terms and conditions associated with the most commonly used smartphone apps.

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