“Perfection is achieved when there is nothing more to take away” —The Little Prince, by Antoine de Saint Exupery
I love this quote. And although it’s from 1943, it’s still just as relevant today. Maybe even more now, as we are all constantly inundated with messages everywhere we turn—online, offline, and our mobile devices. And although we are continuously processing messages from every brand out there, I think there is a part of each one of us that craves simplicity and sincerity. As a marketer, it’s my job to relay that message to clients and companies that believe more is more. In reality, the opposite is actually true. The essential element in effective communications is simplicity.
Please don’t confuse simple with easy. Simple is anything but easy! Creating a perfect balance of “just enough” has stumped designers and wordsmiths for years. Take the ad campaign Pantone Color System (PMS) created a few years ago.
It contains eyes with four simple words, “there can only be one.” From the moment the image catches your eye, you can tell what it is, a iconic character that ultimately makes us smile and evokes a feeling. The message is simple. There is only one Kermit the Frog. There can only be one Pantone. By keeping it simple, Pantone ensures that their audience isn’t overwhelmed and distracted from the message they want to convey.
Another company that does simplicity with style is Nike. As a brand name, most people associate Nike with sneakers. Yet their logo and most ads don’t contain illustrations of sneakers, rather just a simple graphic swoosh which reflects their brand tone—power and movement.
So next time you ask your advertising agency to add more words, more graphics, more color in their materials, think of Pantone and Nike. “Simplicity is ultimate sophistication!” (Said by some unknown artist named Leonardo Da Vinci.) What do you think?
The Byne Group is a full-service creative marketing and public relations agency offering a full range of branding, advertising, public relations, and digital marketing solutions to companies in the tri-state area. Comprised of dedicated, multi-discipline professionals, the agency is committed to delivering high quality work and outstanding service. The Byne Group serves as an extension of their clients’ team to provide a voice for their brand in the marketplace. For more information, visit us online at thebynegroup.com.