At least one day a year we fall under the sight of a soulless technological machine. And on that day, the voice of this machine is especial…

At least one day a year we fall under the sight of a soulless technological machine. And on that day, the voice of this machine is especially lifeless. I understand the urge of people "inside" products and companies: "The user's birthday is a great reason to remind them about us! We will send them a postcard to the email they left during registration with us when they bought a set of pots." Next slide: forecasted chart growth. And a streaming service will gift a month of subscription for 1 ruble. After clicking through all my mailboxes, one can be filled with the kindness of brands wishing to convert me, bring me back, engage me. It is funny to observe how their ego screams in this moment. Their logo, their wording about a generous offer, poems with wishes. Great business has turned its attention to a simple mortal. Good design tickles the client's ego, not your own. Let the small simple mortal feel special. A birthday, by design, is an ego day, a personality day. There are good examples. I want to name the way they act: "unobtrusive presence." Like: I know that you know, you know that I know. We wink at each other, demanding nothing in return. I am also attaching an example of intrusive use. Instagram turns its congratulations into yet another reason for content generation. Poor things have it hard, they need content. On this day I wish everyone to make good, attentive design. And not to make bad design. 🥳