May 17, 2005

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Why Wite-Out Still Smells Crappy

Clive Thompson isolates this fantastically revealing kicker from an NYT article about correction fluid:

An enduring drawback of correction fluid is the solvent vapor. That could be fixed, but not without damaging the psyche of faithful consumers, said Mr. McCaffrey of Liquid Paper: “People who have grown up using a product tend to equate its smell with quality, and you don’t want to change that - whether it’s crayons or correction fluid.”