Perhaps one of the most challenging thing designers need to communicate to their clients is that when it comes to communicating a message to your target audiences, more is not more.
Sources indicate that the average American views anywhere from hundreds to thousands of advertising messages per day. Logo Design Love blog author David Airey clocked 33 logos in 33 minutes.
The result? Viewers are inundated, exhausted, and desensitized to advertising messages.
The cure? Keep it simple, stupid. Here are some suggestions:
- Tier your message. Include a simple statement in your design and a link to your website for more information.
- Be selective with where you place your message. If you’re a chocolatier and you advertise in Chocolatier Monthly, chances are you won’t have to explain what a chocolatier does.
- Be consistent. If you place your message in front of the same people on a regular basis, you can introduce a single aspect of your business (product, service, mission) on each instance.
- Check the mirror, then remove one accessory. This fashion rule holds true to layout; take one last look at that design and remove one item that doesn’t need to be there.
- Compartmentalize. Absolutely HAVE to include all the wonderful facts about your product? Create a “Just the facts” call-out and list them there. People who are looking for the information will find it.
- Resist multiple icons. A single icon can be quite effective in communicating a concept quickly. Multiple icons scattered throughout a layout look cluttered and confuse the message!
- Trust your audiences. Today’s consumers are smart. If they want more information, they’re fantastic at finding it.
So, unless you want to end up in a designer’s version of Hoarders, remember to declutter your layout and defend your decision. Your audiences will thank you!