The problem with short messages

Very short messages – like branding taglines and even biblical proclamations – are more susceptible to a wider range of individual interpretations.

When I saw this sign outside a church in Singapore recently

my brain immediately inserted the missing line thus:

Now I am pretty sure this was not what the designers of the banner intended. Nonetheless, the bottom message is what I got out of the banner. Coincidentally (or is it?!) there was a documentary on TV that very night which examined how green the various major religions are in terms of their beliefs and the actions expected of their believers.

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