When I'm not drawing pictures of dead people or wandering through a cemetery or watching a fifty year-old rerun of That Girl, I go to an actual job where someone actually pays me (albeit poorly) for my modicum amount of expertise in the very objective field of graphic design.
I work for a large commercial printing company that prints hundreds of thousands of advertisements for retail businesses, mostly supermarkets. One of the customers that has been assigned to me is a small chain of supermarkets that is part of a larger, nationwide franchisor. The four, independently-owned stores are operated by a family. I know this because I see the same last name on a majority of the emails I receive from them. I deal exclusively with the son of the owner. He, apparently, has been put in charge of the advertising for the stores. After dealing with this guy — on a weekly basis — for nearly four years, I have come to the conclusion that he is Fredo Corleone from The Godfather. Remember when Fredo was sent to Las Vegas so he wouldn't get under the feet of Sonny and the rest of the family while they plied their "business?" They made sure he was well out of the way, so his tendency to screw things up was now Moe Green's problem. Well, that's this guy. This guy is a total moron. He so desperately wants to be part of the "cool supermarket business," but he is a dope. Dad passed the advertising end of the business on to "Fredo" to keep him out of the way of day-to-day operations You see, the weekly ad is supplied by the corporate franchisor. The individual stores are free to substitute items or change prices, but the layout and design are predetermined. However, "Fredo" loves to use industry lingo, like "merch" and "chub" (that's the name for pre-packaged ground beef... a term no one really uses). But, as I said, "Fredo" is an idiot, so, while he's trying to be cool and use cool lingo, he often fails to include pertinent information like.... oh, I don't know.... PACKAGE SIZES, ITEM NAMES AND PRICES!
Not a week goes by where I don't have to ask — three or four times! — for prices on at least five items in an ad. He also has a propensity for adding eight or nine additional items after the ad has been composed. Sometimes he will make additions after having seen three proofs of an ad. I regularly explain that the ad only has a limited amount of space and adding items — especially that many items — will greatly reduce the size of the existing items in the ad. This is a weekly conversation. The concept of "limited ad space" has yet to sink in to his empty head.
In the past, I have also created two-sided store hand-outs with a unique design that differs greatly from the designs distributed by the corporate office. These hand-outs are, by no means, anything I am proud of. They are gaudy, garish pieces with giant prices and big logos and stars and balloons and lots of other bullshit. But, the customer loves them and that is what's most important. This week, I received the weekly ad layout with these additional instructions: "We like the weekly hand-out design, but we also like the way the corporate ad is laid out. Can you combine the two?"
These two designs could not be more different. They share no design elements except for the company logo. I explained this to the sales rep (he is a co-worker at the printing company and serves as sort-of a liaison between me and the customer... when he actually does his job). I told the sales rep: "I'd like to go to this guy's store and tell him I really like his deli case, but I also like his parking lot. Can he combine the two?" The sales rep — who is also an idiot — didn't get it.
Perhaps, now you understand why I enjoy wandering through cemeteries. Nobody speaks to me.
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