I recently saw a sign that said “Free Quotes” and I had to wonder if anyone has ever actually charged (or paid for) a quote. I doubt it, but then it got me thinking about some of the things I’ve seen on signage, ads and packaging over the years. The phrase “New and Improved” is a perfect example. It’s improved? Really? How is that possible if it’s new? If you’re going to make a statement, make sure it’s relevant, but more importantly, that it’s necessary.
If something goes without saying, let it.
