Wordperson

Didn't you read the warning about the head-eating tree?

You can lead a horse to water, but you can’t make it read the brochure.

As someone who has made her living as a professional communicator, I’ve long had to live with the sad knowledge that a huge number of people simply will not read your message, no matter how compelling, clever, or easy you make it.

I can be just as guilty as the next guy when it comes to skipping over the instruction manual (“I can figure this out on my own.”), the fine print (“I’ll just click OK.”) and my mortgage agreement (“Depressing.”).

And I know that lots of people miss messages because they no longer get the local newspaper, watch the local news, or listen to local radio. These same people always act so stunned that something is going on in the city that they didn’t know about. Well d’uh.

But what excuse do cyclists and motorists have for ignoring two-to-three word signs or pictograms that are accompanied by flashing lights?

Illiterate cyclists now believe that both paths on the old bridge are there for their convenience. I walk that bridge several times a week, and EVERY time I just about get run over by bikers using the pedestrian path; this despite two signs indicating which path is reserved exclusively for cyclists. Yes, I know the access path for cyclists is idiotic – but why take that out on me?

Then there are the brain-dead drivers. On a daily basis I am just about creamed in crosswalks by drivers who can’t add up that the flashing lights, painted white lines, and eye-level signs indicating pedestrian crossing means they should hit the &^%$ brakes. But really, I shouldn’t blame them. They’re too busy talking on their cellphones to notice me. The final irony, of course, is that I worked on the ad campaign introducing the cellphone law.

But I’m not giving up. I’m still convinced that simple, clear communications can hit their mark. So if you’re biking over the old bridge one day on the pedestrian path and some very grumpy woman attempts to crowd you over the side and into the harbour – that’s me sending you the message you’re in the wrong lane.

Drivers – I haven’t figured out my plan for you yet. That will have to be surprise. But I bet it will include needing a paint job.

Sometimes words are not enough. And I’m up for that.