Ads that give me pause.

Billboards are supposed to be understandable in under 3 seconds driving over 55 miles per hour. Around Seattle, McD's is pushing their new "frappé" beverage (don't get me started on that!) and this is one of the executions in the campaign.

Do you know what it means, immediately, sitting in your chair? I'll admit that it was a mental distraction for me for about a mile as I pondered the options...  eleven (in the boldest of helvetica)? 2 bars in a box? And then I thought of electronic devices and the iconography that is used to explain the functionality of the various buttons that control them... duh! And then I missed my exit.

The user interface of personal electronics is practically a synonym for what the McD's brand stands for. Right?? Are you lovin' it?