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Learning that less is more in the world of flashing

AJ+ column

A while ago we received an email with an enormous list of names - all in blue and underlined. It turned out to be Squire and Partners'entire press list. I'd be happy to copy it to you personally for a modest contribution, were it not for the fact that doing that - and the act of sending out the entire mailing list in the first place - probably contravenes the Data Protection Act in some way. I gave the site a month or so to settle down and tried it out at www. squireand partners. com No hanging around here. A set of ghostly images zoom in and out, the practice name appears and then you are into a homepage, grey background, white page (which I thought might be a golden section but it turned out not to be), a discreet menu on the left, a commendably concise mission statement and a constantly changing image of the practice's work.

This rate of image change is comfortably short of demented and there are just enough different images for you to read the usual ' committed to the pursuit of excellence ' stuff and click on 'Projects'before they start to repeat.

Projects are arranged by building type and the images start flashing their sequence.Happily for people who are affected by very slow strobe lights, you can click on the name of a scheme and, aaargh, another flashing sequence begins, this time of different views of the building. After the second flashing image sequence, the novelty has worn off. You feel they have got themselves on a treadmill and, in the perfectly reasonable name of consistency, dare not get off.

The Practice and Process sections are unendurably boring: charts, hierarchy diagrams, income, etc, about which I guess clients ask but which don't really need to be in a practice's front-line media vehicle. OK, you don't have to read them.But what did that dead German rumble on about less and more?

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