In the supermarket aisles I had one of those moments where you stop and think about the creative contribution of graphic designers to our culture. I don’t pay a lot attention to packaging, labeling and general presentation unless it is particularly good or particularly bad. Stepping into someone else’s shoes for a moment, I thought about what it would be like if I was the designer who produces the graphics for the little motifs that are on toilet rolls. Just thinking of what people do to your work would make me question if I had taken the right direction in life. Then I realised how seriously we all take ourselves sometimes, smiled and moved on down the isle a sense of humour would be a definite requirement.