I’ve seen it too many times: A client wants their single-minded message to include this and that and all the other stuff. Plus two more unrelated visuals. Oh yeah. It happens. And this problem has been around for a long time.
Way back in 1963 a graphic design trade publication ran the humorous article “9 Ways to Improve an Ad,” which poked fun at this very problem.
After numerous “suggestions” of how to make the ad “better,” we end up with a ludicrous, bastardized version that bears no resemblance to the original concept. (Click here to read 9 Ways to Improve an Ad. It’s a quick read and well worth your time.)
Even though this provides a good laugh for those within the ad business, it can serve as a lesson to those on the outside. The moral is, of course: Keep your message clear and concise.
Sounds like I have a chip on my shoulder, yes? Well, maybe a little one. But, it’s there as a symbol of my passion for creating hard-working designs that are, wellâ€¦ clear and concise.
It’s straightforward, folks. Great advertising should follow the rule of simplicity. Don’t let a load of unnecessary crap get in the way of your message. Does that mean a bunch of white space? Nope. It means every element should serve a purpose and work toward the adâ€™s goal (sometimes one of those elements is indeed white space). Alright, so now you’re probably asking yourself, “What’s the best way to achieve this goal?” Easy:
Think of the single, bottom-line message you want to get across to your audience (keep in mind this should be aligned with predetermined marketing goals). Truly make sure it’s a singular message. Don’t forget that the message needs to be single minded.
Now, I understand this might be difficult, because as humans we all have a lot we want to say. Fret not. There are professionals who can help.