BRIGHT IDEAS
||
INDUSTRY
T
he average person makes a startling number of
decisions in a single day: French vanilla coffee or
medium roast?
USA Today
or the
New York Times
?
Ask
directions from the man in the mustache or the woman
in the pantsuit?When answering these questions, you
might think you’re making well-considered selections
using all the information available to you, but researchers
fromUC Berkeley beg to differ. According to their recent
research, no matter what the decision is, if you have to make it
quickly you’re more likely to select the option you’re given first.
The researchers figured this out by offering subjects choices between
teams they could join, salespeople they could buy from, brands of gum
they could chew, and even criminals they might parole. There were no
be a perfect marriage of Cartoon’s
automotive, corporate and ta oo contacts.
“
I’ll give a ballplayer a discount on a ta oo
and ask himto do a spot for theWebwhen
we’re done,” Cartoon says. “He introduces
himself and says, ‘Is your car Sanctiond?’”
MR. CARTOON IS AN
all-American suc-
cess story. Born to middle-class Mexican
parents and raised in the Los Angeles
suburb of San Pedro, he was drawn to
Latino street culture, fascinated by the
bumping cars, wild tattoos and overall
style that defined a certain segment of
Chicano males in Southern California.
He got his own tattoos as soon as he
could afford them, always coming in with
original designs.
In 1992, when he was 23 years old,
Cartoon bought his first tattooing rig
and learned the art by inking friends for
free. When he opened his own shop in
2001,
he exhibited the kind of confidence
that would either make him or break
him. “Right from the start, I had a $500
minimumforta oos,”Cartoonremembers.
“
Somebodywalked inwith $450, I told him
to come back when he had another $50.”
The customer returned.
Thanks to partner Estevan Oriol, who
road-managed The Fugees in their heyday,
Cartoon soon caught fire with the music
crowd. The athletes followed, including
Carlos Boozer of the Chicago Bulls, Carl
Crawford of the L.A. Dodgers and theNew
York Knicks’ Amar’e Stoudemire.
When Cartoon was asked to come to
New York City for a Nike promotional
event in 2003—“They wanted to pay me
$10,000 to tattoo at a party”—he was
stoked. “But Mark [Suroff] told me that
I had to turn it down unless they would
let me come to New York as a sneaker
designer, not as a ta oo artist. He said that
82
Love at First Sight
WHENMAKING SNAP JUDGMENTS, PEOPLE LOOK
OUT FOR NUMBER ONE
this month’s
AMAZING
FACT
!
He’s come a long
way from his days
as an upstart
tattoo artist, but
that’s not to say
Mr. Cartoon has
dialed down his
style. Among his
notable designs:
the bottle for
his new car-care
line, a shoe made
for Nike, and the
over-the-top ice
cream truck that
was displayed at
the Los Angeles
Museum of Con-
temporary Art.
STREET ART
Three designs that
mark the rapid rise
of Mr. Cartoon
8
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