Frank Chimero’s article on our relationship to “stuff” - Your Shit, My Stuff, Goldilocks, and Making the Bed You Sleep In - is an absolute must-read. As a starting point Chimero references Merlin Mann’s “Appropriatism” which is neither minimalism or maximalist, so much as just-right-ism. To quote Chimero’s closing paragraph:
”[…] the most important thing to recognize is that we’re now living in a world of excess. Excess data, excess access, excess “stuff.” Our behavior and mindset should change accordingly. The discussions we have should not be about consuming less or having more, but rather “What is better?” and “What is appropriate?”
This same question - “What is appropriate?” - could usefully be applied to any company’s relationship with and presentation of language and visuals. Bigger and better comes across as noisy and disengaging. Turning down the volume to “just right” has a much stronger chance of a target market actually tuning in.
There are plenty of chocolate fridge cake recipes around. I avoid glace cherries like the plague and tend not to add chopped nuts because this seems like nothing short of a marshmallow away from Rocky Road. This is the recipe I used..
10 oz / 300g decent chocolate 4 oz / 110g butter 14 oz / 400g can of condensed milk (the can I used was 397g but I thought I’d live on the edge) Tube of Rich Tea biscuits (I ate a few with a cup of tea, too) 3 oz / 85g raisins
1 / Melt the butter, half of the chocolate and condensed milk on a low heat 2 / Bash the biscuits in a bowl and mix in the raisins 3 / Stir in the melted ingredients 4 / Press the mixture into a tin lined with greaseproof paper and pop in the fridge 5 / After a few hours, melt the remainder of the chocolate and pour onto the set biscuit mix 6 / Pop back in the fridge, and cut into squares – or whatever shape you like – the following day.
Enjoy as a lunchbox treat or at the reception of a royal wedding.