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THE HAND IS QUICKER THAN THE EYE: Hucksters on street corners frustrate customers by asking them to guess which of several cups hides a ball. Don't make the same mistake by asking customers to guess which menu item hides the information they are seeking. One company's site invited customers to click on the "Model 100," "Model 200" or "Model 250," asking them to guess which model was the right one for them. Wanting to reinforce brand identifications is understandable, but it's more important to provide the consumer with a brief synopsis so s/he knows what information lies beneath the icon.(Submitted by Dr. Charles Kreitzberg, president, Cognetics Corp.
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