Intelligent (product) design ?

Put a lid on it !

British product design has long been one of the country's creative bright spots. Intense thought goes into the psychology as well as the practicality of how consumer goods are bought and used. Many was the time I received, as a marketing journalist, long and passionate presentations from design specialists keen to impress with their portfolios.

Brazilian product design ? Well, a good start would be to pass what I call the "little old lady" test. Jam jars whose lids might unscrew without an accompanying trip to the hospital for a dislocated shoulder. This morning's exciting encounter with local packaging came in the form of a jar of mushrooms. The lid (pictured) had a little blob of sticky something in the centre. The instructions said to remove it, which I did, not very easily. Then one would imagine that the rest of the lid should gently detach from the jar. Of course not! No, it required high drama, the cut and thrust of a knife wedged under the lid and, just when you're despairing, and sweating, it suddenly flies off, sending mushrooms all over the show.

Is there perchance a Government Minister for Product Design ? And if so, is he or she perhaps related to the people who supply my local supermarket with such delightfully sealed foodstuffs ?

UPDATE: How hard is it to make a milk carton that allows you to pour the milk without spilling it everywhere ? Simple as pie in most countries but another example of "rocket science" in Brazil.

UPDATE 2: Just received an email from a fellow Brit living in the North-East of Brazil and trying to build a couple of houses on some land. He writes:

"We haven't progressed far because the architect who was recommended to us turned out to be very unreliable, eg waited weeks for plans which were nothing like I asked for and when I drew up my own plans, I waited 5 weeks for a very basic outline which again was completely different to what I asked for. These Brazilians drive me maaad!!!!

On our second architect now so here's hoping. I think these people here have never heard of "reliability" or "customer service"...a totally alien concept."