I remember that, when I was a kid, we used to place playing cards in the spokes of our bicycle wheels. As the cards made quite some noise when they flapped against the spokes, they created a false perception of speed (just like some motor bikers or car freaks believe the more racket their engine produces, the faster the vehicle will go.)
Well, from experience I can tell you that these spoke cards where nothing more than whistles and bells. My bike didn’t run any faster. But, the idea that an object that makes a lot of noise or reflects a lot of light must be very impressive, very powerful, or very expensive still exists. Take, for example, the average boom box kid who thinks he’ll rock everyone who passes by. Or the gold-colored smart phone owner who wants to make his/her cheap phone look kind of premium. Or even worse, those people who buy a bling bling case to pimp up their mobile device to a pocketful of glitter and glamour.
A similar syndrome also exists with certain speakers at public events. I still remember the guy dressed up in a three-piece black suit talking to… a geeky audience at a software developer conference (you may revisit my “Dress to impress” and “About white shirt, black shirt, and tee-shirt gigs” posts to read more about speaker dress codes.) Or with those business presenters that create fancy slide decks, ornamented with comic sans text, kitschy colors, or meaningless clip art (slide design topics also covered by my “Don’t feed the chameleons” and “Why look and feel matter in business presentations” posts.)
But, always keep in mind that whistles and bells are not half as bad as smoke and mirrors – showing off with a gold-colored iPhone never compares to wearing a fake Rolex. Or to delivering a presentation that you didn’t prepare yourself about a topic you hardly know anything about. Or to telling lies to, cheating on, or fooling your customers… (as reported on in my “Marketing, promises, and real products” post.)