Word: stapler
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Edward T. McAvoy, production designer of the 1999 film Office Space, was pondering ways to accessorize that film's geeky character Milton and latched onto a stapler. He wondered, What could I do as a designer to make this stapler special so as to justify Milton's need to possess it and the bosses' need to covet it? He decided to make it fire-engine red. "I called Swingline and said, 'Do you make a red stapler?' and they said no," McAvoy recalls. "And I said, 'Well, do you mind if I use your logo on the side...
...It’s in the (Big) Bag: Chem 5 textbook and lab manual, Fly-By lunch, slant-ring binder, Harvard planner, miniature stapler, emergency phone numbers...
...making business decisions," says Faust. "I wanted to give the executives more of a reason to consider a design than 'We think this is cool.'" Well, cool could be enough. General Mills is re-examining cereal boxes, Kodak has ditched the black-box camera, Swingline has streamlined its standard stapler. Any company without in-house talent is reaching for a hot design consultant. "Manufacturers recognize that consumers are looking for more than functional benefits," says Barry Shepard, co-founder of SHR Perceptual Management, the design consultancy that helped conceive the Volkswagen Beetle. "A product that matters needs to say something...
While Wikler works out his stapler woes, Dreyfus is making his way from Pforzheimer House to Gnomon Copy on Mass. Ave. He too carries a stack of flyers advertising his candidacy--each poster sports a fuzzy logo, filched from the Web site of Dreyfus Mutual Funds, and a one-liner like "Read my lips" or "forty-four forty or fight...
...Plants, like his opponents, is eager to get his flyers up in prominent places too. Seeing posters for a bone marrow registry drive sponsored by the Asian American Brotherhood, he happily pulls out his stapler and tacks his flyers on top of theirs...