Is it only me or even you, to whom most of the 'about us' lines by designers/design firms on their website sound like 'You see, the whole country of the system is juxtaposition by the haemoglobin in the atmosphere....'? At least the later entertained us in Amar Akbar Anthony!
Why do we, as designers, try to claim so much? I don't mean we don't do all that work, we do! (yeah 'covering the entire supply chain' and all). But why do we become so desperate that we try to claim all that in one single line, bang on the home page itself? WHY? I go mad when I am forced to read these lines on the landing page of their website itself. Why can't we bring the simplicity we claim in our designs, to the content/text on our websites? Do we really think someone is going to give us a huge project/order after having read these lines successfully till end? Whom do the writers of this kind of content, really target?
I have even started hating some of the very meaningful words because they appear so casually on these 'about us' pages in such a incomprehensible claims! Words like, sustainability, integrate, systems, innovation, yes yes the word 'entire' too!
Came across little too many examples recently, some of them are here for you to enjoy! Please note that all the lines below are work of fiction and any resemblance to any online material is a pure coincidence! The design fraternity is doing really great work (including the work we claim!), its just these lines that irritate me!
"We integrate the cultural, ecological, economic and social tenets of sustainability through collaborative design of holistically sustainable contemporary products."
"We tap the potential of design thought, and design processes, to bring about a transformative change in the business through change in branding strategies and product offerings of the clients"
"...from initial concept to manufacture, exploring the wide variety of alternative paths for Product Development while trying to harmonize the requirements of marketing, production and finance, thus offering 'total design' solutions to our projects."