I had a meeting with a prospective client yesterday (I hope she doesn’t mind me posting this, I am keeping it anonymous). And in our conversation she said that she wanted their site to be ‘fizzy’, at first I almost laughed, then as we talked, and I thought about it, there’s nothing wrong with wanting a fizzy web site – unless you’re a soft drinks company in which case you should be fired ;-)
She was using the word fizzy to describe something that other people would have described as dynamic, visually engaging, wankword, cliche, etc. It was really refreshing (damn, see what’s happened now!).
I’m guessing that the digital world suffers from briefing cliches more than some other areas. I think it’d be great to try living without e-cliches for a bit and replacing them with words like fizzy (where appropriate).