08/05/2022
Nothing is instantly available in life. The work we do at ACF is mostly creative. Technical part comes before the finishing line. The entire company is running on creative visuals and its presentation. Be it designing a logo or a web page, the work is not done in a day. No art can be created instantly. We all have become habituated with the instant gratification and consumption culture. We can not wait and we are not satisfied until it’s instant. We have forgotten the flavour of relishing the wait for something beautiful or delightful. Remember just because art can be created with digital tools, does not mean it is instant. A photocopy machine can create only copies instantly.
Our life has become a complicated labyrinth of instant gratification. This is a noose that is gradually tightening around our neck. A 2 second wait at the traffic signal, a little patience while at the restaurant counter, giving up your turn in a long queue for the elderly, they are all to be overlooked, because we have to have or experience everything without a wait. We don’t even have time to even relish something patiently. Art is not an exception in this. Both the artist and the buyer are in a hurry for instant satisfaction.
Take a moment and rethink. We still have time. Remember we are not born instantly. It takes about 9 months before a human baby sees the light of the day. To create something, we need time. Come out of the addiction of instant gratification.