Tuesday, August 26, 2008

It's A Weird World

Every now and then I'm struck by what has to go on behind the scenes to keep the wheels of modern life turning. Much of it is admirable for its complexity and ingenuity, and fascinating for its unnoticed importance. Some of it is less so.

If I stop and think about it, I know that the Coca-Cola company must go to a lot of trouble and expense to make its products look attractive. But I'm not often faced with what that really means. For instance, that the company has a vice-president for design, who is no doubt paid a fortune every year, and who no doubt commands a budget of many fortunes, and whose whole working life, as well as those of his many subordinates, revolves around the designs printed on bottles and cans of flavored water. Moreover, his work is reported as important business news, which—weirdest of all—it is.