The world will end at exactly 10:10
~ 31 March 2004 ~
Apparently time will rest indefinitely at 10:10. Or at least the world of product photography leads us to believe it will.
Confused by my delusive headline? Don’t be. Feast your eyes on this to see where I’m headed:
Notice any similarities between these four watches?
If you said, “They’re all analog,” I say,
“Here, let me make it blatantly obvious:
This intentional synchronicity—yes, intentional—was shown to me years ago by a junior high school teacher with an ostensible love of analog timepieces.
But he never explained the “Why?” behind it.
To this day I still don’t fully understand the ‘why’ behind it. I like to believe I know a little something about photography. But not a lot, I’ll admit. My little brother seems to be able to hold his own with a camera, but don’t expect to see my snaps in the next issue of National Geographic.
Alas, the synchronicity still puzzles me. And it’s everywhere you see nearly any analog watch by nearly any manufacturer—newspaper ads, billboards, Froogle, you name it. Like there’s a secret 10:10 alliance or something. (If you weren’t aware of the 10:10 norm before reading this entry, you’ll notice it every time you see a watch now. Promise.)
I’m guessing it has something to do with aesthetics. I wouldn’t expect to see something flawless like 12:00 or 06:00, so perhaps 10:10 is unobtrusive yet still pleasing to the eye.
Perhaps it’s just that—unobtrusive. Like it penetrates the consumer psyche appropriately without drawing unnecessary attention to itself or something.
For example, consider this billboard:
From the day I first saw this (and every day since on the way to work), the fact that the wheel is perfectly squared off annoys me to no end. If were only slightly tilted, it wouldn’t draw unnecessary attention in such a glaring manner. </end2¢>
Anyhow, if any of you have additional wisdom, please enlighten me.
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