This is a picture I got from Richard. Richard is at least a half day a week on the streets making pictures. You can find every day a picture by him on his site.
You can’t eat our sandwiches without a fork.
What mental images do you get by reading this? A huge plate with vegetables and other things? It’s very hard not to imagine something when you read this sign. At the same time it makes you as a reader curious. It creates an open hole in your knowledge. The good thing is that you can close that hole on the spot. Our brain is wired to fill these holes. Walk in and find out….
It combines concreteness, credibility and a bit of surprise.