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Do You See What I See?

Posted by MCS at CMS on February 11, 2010 at 1:06 PM


Embedded below is a scan of the cover from a 2008 marketing mailer.  Since its arrival at CMS nearly two years ago, the nominally sized 5-inch by 8-inch glossy original has been displayed in a position of prominence on the wall in my office.  Although I see the publication every time that I enter, the message that it conveys still produces a certain sense of awe...

To be clear, however, that message is not actually the one implied as worded in yellow...





To the untrained eye, possibilities can often appear plentiful or promising; from a vantage point of experience, however, not so much.  With regard to the rendering above, for example, the key word of the catchphrase is misspelled; and more astoundingly, aside from the name of the company itself, there are only four other words on the page!

In the computer-driven, software-assisted business environments of this millennium, obvious oversights can demonstrate sizable deficiencies in due diligence.  If fifth-graders lose points in school for such laziness, then imagine the consequences at a professional project level.  Take another look at the cover of that mailer; clearly, consultation with a more experienced set of eyes would have been beneficial...

If my calculations are correct, those still reading along to this point are likely to be thinking the same basic thoughts - but with two very different perspectives:

  • Some will conclude that I'm making a mountain of a molehill and that I'm being far too judgmental and full-of-myself over a mere typo.  That's it?  That's all??  Just that???  Moreover, after realizing how I spelled that form of the word "judge," some may further conclude that I'm also being a hypocrite as well...
  • Initially, the rest will be thinking it odd for the experienced eye of a door, frame and hardware professional to not see more than just a mere typo.  That's it?  That's all??  Just that???  Or in a more lyrical sense, Do you know what I know?  To clarify for those with such concerns, please now know that I know what you knew I should know...


To be blunt, architecturally the image is a cut-and-paste disaster.  The individual(s) that configured the image had neither care nor sense for the actual configuration of doors, frames and hardware.  Subliminally, for those that understand such components, the advertising crashes and burns in spectacular fashion...

With regard to that sense of awe mentioned in the opening paragraph, there are a couple of lessons to be learned from the mailer and, curiously, they just happen to be tenets famously associated with Mies van der Rohe:  Take the time to get it right (God is in the details) and don't go overboard (less is more)...


* * *


For those that enjoy solving logic puzzles and are adept at applying concepts, give this a try:  If Division Eight features thousands of words and if a picture paints a thousand words, then analyze your project specifications and solve for the image conveyed...

For those that prefer games with actual imagery, give this a try:  In the space below, list as many of the door, frame and hardware mistakes from the mailer as you can...


Categories: Novelty, Hardware - Primary, Hardware - Secondary

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