‘There are three responses to a piece of design — yes, no, and WOW. Wow is the one to aim for.’ — Milton Glaser
Design you say? Wouldn’t that principle apply to just about everything? Plus, there’s a fourth response nowadays. You left out dead silence, which, technically, is no response, but let’s not split hairs.
The ‘yes’ is good, we like yes. The ‘no’ stinks, but it’s clear, definite. The ‘WOW’, well, what lunkhead doesn’t aim for that? It’s the brass ring for the whole flipping bunch of us. Everyone from cooks to magicians to scientists shoots for WOW.
Dead silence, on the other hand, is the pits. A slap in the face. I’ve never been spit on, somewhat surprisingly, but the reaction is probably similar. You shake it off, look daggers at the spitter, and move along. Carrying your new grudge with you. Alas, we’d better get used to it. Silence is fast becoming the default response in the world of online communications.
You know why? I’m paraphrasing here, but ‘the high volume of submissions makes it impossible to respond to all’. Yeah? Phooey. The publishing industry is tight-fisted and understaffed, with a pinch of lazy thrown in. You can’t argue with silence, though, it’s not there. You’ll be tilting at windmills if you try. And that, boys and girls, is no fun; it’s a headache. I know this because I’m a tilter.
I’m tilting right now. Filling the place with the constant tappity-tap-tap-tap-tap-tappity-tap of my computer. Would one of you please come and slam the lid on my fingers? Thank you.
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