The back wall of Coles supermarket at Edgecliff is lined with open-front refrigerators. Above each of them is an illuminated sign that says “Chilled Foods” in large, high-contrast text that can be read from metres away. Well thanks, Captain Obvious! I never would have guessed that food in a refrigerator would end up cold! How about some helpful category signage? You could have signs that tell me where I can find “Cheese”, “Milk”, “Yoghurt” and “Pro-biotic Drinks”. Did it never occur to you that people would appreciate knowing at a glance which fridge they need to look in? I guess that’s just a bit too complicated. Or did you think I need the mental stimulation provided by searching for my food? I’m not a zoo elephant in danger of going mad with boredom, and I think I’ve lost touch with my hunter/gatherer instinct. If you make grocery shopping easier, I’m less likely to get frustrated, leave without buying anything, and go down the road to Woolworths.

This entry was posted on Thursday, 6 January, 2011 at 8:33 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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