We compress text to the size of a mobile. There is an old, and brief, solution: the word. “In the letters of rose there is the rose, and the entire Nile fits in the word Nile.” A wine label can be art. Symbols surround us. And we don’t always want them to change, like Google did.
The possibility to buy online in a second, something that could take us hours in the past, makes us believe that “we have no time.” We do: the same amount as always. We now have to earn each second of attention, and keep it. But it’s worth it: some messages cannot be told in a second.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” John Wanamaker said a century ago. Do you believe in the stats? Bots have driven cheating. A media firm, OLX, even favors stop counting clicks. And now there are mobile ads blockers.