Less is more: “I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.”
Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why did you feel it was the right place to place your message?" Then another one: "What damn did you write there??"
I think sometime people forget the adv pillars:
“Less is more” - Being focused, write a minimal message that keep user’s interest!
“Unique Selling Proposition” - Only one, very good reason that creates distintive value.
“Be Remarkable” - Think “out of the box” in order to be read.
“Think like your client does” - What does really make the difference in the client’s mind?
A good rule for effective communication lies in the ability to create a message in an efficient way. Here we will see what efficient means in communication then work out a method to create value through messages.
Effectiveness and efficiency are not synonyms but they are connected. Effectiveness is the ability to achieve a goal, in communication is transferring the whole meaning through a message. Efficiency is to create the message with less resources: the best output using the least effort. By other hand, a complex message whereby object is overly clarified will be fully comprehensible, nevertheless many receivers could find such a message too heavy to assimilate. Time and effort to decode the message could seem futile if it requires too much of them. At the same time, the effort and time used to create a fully comprehensible, often redundant message, will have been vain, and no efficient. Such a message will be not efficient because it requires too many resources compared to its purpose. How can we understand which messages are redundant? How and why does the aim of clarity create the opposite effect? When is a message redundant and when is it incisive?