Imagine you are standing in the middle of a busy road, with all sorts of sounds made by people, cars, machines, construction sites, and badly, heaving rain. My question is, "Can you get yourself noticed by just shouting loudly in all sorts of different tunes?" - people might just mix them up with other noises!
Advertising is about communication. If your audience does not notice and clearly understand your ad, then you have failed. We are living in an over-information age, meaning the more information you put into your ad, the less people will get it.
The Rule of Simplicity tells us not to "Add" (although it is called an "Ad"), but to "Subtract". The most effective way to communicate a message effecively is to "Subtract" secondary or unnecessary information.
Great ad messages are simple: Just do it (Nike); Yes we can (Obama); Impossible is Nothing (Adidas).
Remember:
- It's not easy to be simple. Van Gogh said, "How difficult it is to be simple!"
- It is much easier to be complex than to be simple. How many times you have to make your type bigger and more colorful and more fancy so that you think people will be attracted by it? Or do you think that by adding more text and making them bigger, it will make your presentation board look better so that your design work will also look better?
- Being simple is achieving your objective with minimum resources.
- The result of advertising is not measured by what is said, but by what people understand.
- You have to answer these questions in your creative process of any ad:
1. "What am I going to say about this product?" and
2."Is what I am going to say, truly going to motivate my audience?"
3. "Can I trim down the non-essentials and make it simple?"
Don't forget to write your comments if you want to know more!
7 comments:
I need some responses on this post, tell me what do you think about this rule if you want to know about Rule No.2. Hurry up!
"Less is more"
We need a penetrating mind for getting a simple message.
Sometimes, we greed for express so much and forget how to be simple.
i think the reason of hard to simplify is we are reluctant to give up the ideas we developed.
And these ideas biased our decision.
So,what i wanna know/learn is how to put our ideas behind?
to be single minded
Good thinking guys!
We need to be observant and sensitive about what we are doing and what we are saying in order to be simple in our act. We also need to be selective and critical about our act. Always look for the key word of an idea and try to carry it out in the most precise way. We can learn a lot from our "成語" about less is more.
"Always look for the key word of an idea and try to carry it out in the most precise way"what Thomas said can help me knowing how we can think that simple.
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