Don’t judge me too much for this, but I’m kind of a snob when it comes to sign writers. Melbourne has some signs with pretty great different types of designs and catchy phrasing and all that, and don’t think I haven’t seen some awesome signs in my time, because I have, but you’ve got to admit, there’s a lot of bull out there.
It’s one of those things that developed pretty slowly really, my sign snobbery, I mean. It wasn’t like one day I didn’t notice them at all and then suddenly I was grading them on a bell curve, rather, I’ve always been one to notice the detail in things. It’s just the way I am. Then, for fun in university, I took a marketing course. One of the first things the marketing professor said was, and I remember this very clearly: “marketing is everywhere – all you have to do is look around you” and I don’t know why but I did. I started literally looking around me and taking into account all the signs plastered all of the place. Evaluate them. At first it was just something fun to do while on public transport, but after all this time it’s become like a little bit of a compulsive habit. Not that it’s bad or anything. Not that it bothers me, because it’s doesn’t. It’s always like a bit of a game.
When I tell people about my little game, people are often pretty confused about it, and I get some pretty weird questions. My favourite question, though, would have to be “what’s your favourite sign?” It’s not just my favourite question because I have an answer ready and waiting, but because just remembering that particular sign brings a smile to my face. It was for a car wrap company in Melbourne, and I don’t really know what it was about it that I loved so much, except to say that everything just worked together, like a tuned orchestra. It was beautiful and I don’t think I’ll ever forget it.