Unwise Words: Trick Or Treat?

I was doing a bit of research yesterday when I stumbled across this blog article:

http://www.creativereview.co.uk/crblog/creative-review%c2%ae-launches-bold-new-brand-identity/

As I read through it, what started out as mild interest turned quickly into disbelief. As I moved through the article, I started to read phrases out loud to my husband sitting next to me (a fellow designer himself). We shrieked and winced in disbelief: this was exactly the kind of pretentious nonsense that builds barriers between the creative fraternity and the cautious, risk-averse small business people that make up a significant portion of our client base.

As we got to the end of the piece, my husband suggested that surely this was a prank. It didn't take much digging around to find that in fact, he was right.

http://www.creativereview.co.uk/crblog/it-was-a-send-up-but-the-language-is-horribly-real/

The article on this second link captures very well the feelings I have about the more pretentious side of the design industry.

Trying to shore up your concept with fancy words and tenuous phrases can be tempting, especially when you're charging a not insignificant amount of hard cash for what results in a 10cm piece of logo artwork. Indeed, there are even clients who enjoy having this kind of blurb on hand to thrust at the Board, in an effort to justify their spending; but as a designer, I hope I can communicate on a level with the rest of the world. I want my designs to speak for themselves. I want people's reaction to my designs to be personal and instinctive, not contrived and conscious.