People are stupid (no)

November 9, 2024

Every day I hear from designers, managers, and executives that people are stupid. This means that you need to design and write text like you’re stupid.

And who are these “people”? Where do your loved ones, friends, acquaintances end and some other people begin? Also so stupid.

It’s actually a spell. By saying “yes, these people are stupid”, the designer gives himself permission to completely give a fuck. And the spell also removes shame for the result, because “people are stupid.”

Working with this principle, it’s easier to understand why the design doesn’t work out. In this system there are smart people, talents, geniuses and cats. At the same time, in an amazing way, they all gathered in the same room with you. And then there are some stupid people out there. From such a sample it is clear who is to blame. The one who is unable to understand the plans of the great minds of mankind. This means we have to do things simpler for their sake.

How are things really going?

The truth is that people have a floating focus and scattered attention. Your work may only claim 1-5% of people’s attention. And only if they really want to spend this attention. Next is their life: work, goals, problems, itchy ass and family. And let’s add to this clip thinking, ADHD, social networks and emotions from everything that happens every day.

So from all the stupid people we get ordinary people. Who live as best they can. Most likely for the first time.