Mind your language

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In the old days, chocolate boxes were decorated with pictures of idyllic village scenes, hence the use of the phrase

In the old days, chocolate boxes were decorated with pictures of idyllic village scenes, hence the use of the phrase

Today I posted on Instagram about a phrase I always thought was in common parlance, chocolate box charm. I’ve just found that it’s not known to all. To me it’s such a timeworn saying but, like so many things, perhaps not for everyone.
A misunderstanding like this is fine while messaging between friends, but if such sayings aren’t actually in common usage, I question their usefulness. Does our web language need to be updated regularly, like a computer?
When we use English for marketing we must be aware of our users – travel websites (in the UK at least) will sometimes use the above phrase to describe the qualities of a quaint village, and that’s fine if we’re familiar with such speech, but what if we’re not? And how many other descriptive phrases are floating around out there being misunderstood?
To avoid exclusion and encourage comfortable reading for online audiences I’m wondering if websites need built-in lexicons. Perhaps these would be guides to jargon that are built into the background, slotted into those links at the bottom where we might find delivery times and marketing details? Work in progress…
Chocolate box charm key
From wordreference.com
From investorsinproperty