I see the Town of Collingwood is still letting the EB layout its full page of ads in the paper. Tragic. Embarrassing. Cringe-worthy.
The latest back page mashup has as its first ad the worst of the worst sort of ad layout, the sort only amateurs would create. It’s too wide for any human being to comfortably and efficiently read. Then there’s the second page with its fat partner in layout crime.
It’s embarrassing for a municipality to be thus represented. The only saving grace is that no one reads the EB any more, so not very many people see how bad it is. But those who do see it, wince.
Why, oh why, does the town continue to permit amateurs to design its advertising? Doesn’t anyone realize these represent the town? They affect our reputation?
These wide ads – and several of the smaller ads – break pretty much every rule in every design and typographic book. High school students could craft more elegant, readable, exciting ads. Maybe elementary school kids could, too.
I’ve written about these embarrassing, amateur efforts in the past and how they hurt the town’s image. Even a bungling non-designer like me can see they are ill-suited for presenting a professional, polished image. I suspect these are designed by the janitor, or maybe someone who delivers the paper. Certainly not by a graphic designer.
Anyone can read the basic books on layout and design to learn enough to see these are awful. Truly awful. Why can’t anyone in town hall see it?
But, you ask, why would the town give the job to someone trained and experienced in that art? That would break this term’s trend.
Council took the management of the water utility from experienced professionals on the board and gave it to inept councillors. Council kicked the experienced, professional, provincially-recognized winner of several awards and honours, the CEO of Collus, off the board and put the interim CAO in his place. The precedent for replacing people who know what they’re doing with those who don’t was set early in this term.
Council cancelled its individual subscriptions to the monthly Municipal World magazine, the best Canadian journal for municipal governance and politics, read by dedicated municipal politicians across the country. Why? Because council felt it knows everything already and doesn’t need peer advice. Besides, reading is hard work.
Council has turned to obscure one-and-two-person consulting firms few if any of us have ever heard of for recommendations on big, important, strategic issues that affect the town’s well-being, rather than listen to respected, worldwide firms like KPMG.
The arrogance of amateurism is this council’s legacy. The inmates are running the asylum. These ads are regular, graphic reminders of that.