A waiter at a restaurant so overly friendly you worry they’ll pull up a chair, being given negative news cheerfully or a serious important message delivered in a childish tone. You’ve probably experienced at least one of these at some point in your life. It can be weird, uncomfortable or frustrating. There’s definitely a point where friendliness becomes less… friendly.

Background

This isn’t a new phenomenon. Since the early days of advertising, the search for effective ways to utilize language in reducing barriers between consumers and information has been in full swing. …

Marc Lequime

UX Designer & Developer by day, surfer also by day. Sleeper by night.

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