When sitting down at a restaurant in Minneapolis, I noticed the waiter replaced my white napkin with a black one. Apparently the tradition here is that if you are wearing black trousers or a dark skirt, the reasoning is that a white linen napkin might leave visible lint on your clothing so they immediately swap it for a black one.
When I found this tidbit from John Maeda I felt that little click of desire. It’s the type of feeling which situates itself between “I wish I’d thought of this” and “I need to tell someone” (okay, also because I get stuff all over me when I eat too, it’s amazing, I just can’t help it). This is the type of attention to detail which makes the difference between creating desire in users and being the same as everyone else.