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.


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.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store