" I think Zemeckis and Gale knew all the timely accoutrements signifying "the present" in Back To The Future would inevitably look like 1985 within just a couple of years; in fact, they were banking on it. Zemeckis and Gale were trying to create an archetypical representation of 1985 just like they did for 1955, with its soda fountains, social repression, and subjugated black people. In this way, Back To The Future only gets better the further we get from the '80s. Everything that defines Marty McFly—how he walks, talks, acts, and dresses—acts as instantly recognizable shorthand for the year he comes from." This is great.

"Let’s own the work that goes live, understand and explain why it is as it is, and work on the skills we need to make sure more good design actually makes it over the line. Otherwise, what’s the point?" Yes.

"Unsurprisingly, having recognizable cartoon characters on the boxes caused kids to rate a cereal as better tasting, affecting their subjective assessment of it."