Have you ever heard the term hairography? I heard it for the first time last night while watching Glee, a wonderful show about a group of misfits who find common ground through their fledgling glee club.
In this episode, the glee club gets a sneak peak at their competition who put on a very entertaining show. They start to worry that they're being outmatched, but one of them declares that it's just hairography: basically, whipping your head around a lot to place the focus on your wild hair and distract the audience from your lack of actual talent.
Isn't that true of a lot of marketing campaigns and websites? Maybe there's some snazzy animation, or maybe they're using the latest social media tool, but in some way the focus is on how cool the work is so as to distract you from the lack of substance.
It's something to think about next time you're reviewing the winners of a particular award show or the portfolio of a particular agency. Is there real substance? Talent? Are they meeting real business objectives? Or is it just hairography?