I was once told by a designer senior to me, that Mechanics and other people in the Motor Trade "just don't get that kind of Swiss Minimalism."
This sweeping statement was rather patronising (to both me and mechanics everywhere) and didn't really show much understanding of the principles of what he was calling, 'Swiss Minimalism'. If he meant that grid-based layouts and clarity of written information wouldn't be understood by the average 'grease-monkey', then I'm pretty sure he was missing the point of grid based layouts and clarity of written information. I can only assume that he was referring to my use of a geometric sans-serif. It could even have been the simple horizontal line I had used to divide heading from content. Whatever it was, I had designed a full-page ad for a motor trade magazine, quite confident that my work was relevant and appropriate to the audience. I was however, asked to change it.
Jump forward to Tuesday morning, this week. Oh how I grinned when I came across these beautiful examples of motor parts packaging. My senior designer would be surprised that those silly 'engine-apes' even know what's in the boxes. All that minimalism must surely confuse them, no?