I work in promotional marketing on the digital side. We work on some pretty amazing national campaigns that reach a lot of people across Canada. Sometimes it feels like the sites our team build end up getting rather cluttered down with excessive callouts, graphical embellishments and unnecessary bells and whistles that detract from the core messaging.
Everyone’s heard the phrase “less is more” thrown around in various situations and contexts. I’ll bring it up too, from time to time if a project starts going off the rails. But what does it actually mean?
In a broad sense this is a philosophy and approach that can be applied to design and communications — just about anything — in which a problem is stripped down, in varying degrees, to the essential elements thereby creating a more elegant and intuitive solution.
In the cluttered world of marketing communications less instead of more routinely breaks through the noise. And like Occam’s razor, the simplest explanation is usually the best one.