Think One

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.”
– Leo Burnett

In the last post I discussed the need for space, white space, in marketing communications. But how do you reduce clutter and create more white space?

The best way is to keep clutter at bay from the outset.

While working on some ads a year or so ago, I was reminded of the power of a single, meaningful image. One thoughtfully selected photo or graphic can do a lot of the work of getting attention and telling the story. Think one image.

Accompanying that one image, add one clear, compelling headline. The headline might comment or expand on the image. But the headline shouldn’t mirror the image. Rather, it should complement the visual. Think one headline.

I’m not suggesting ads and other marketing communications have to be limited to one image and one headline. But they often can be — especially in ads — which allows for a focused message that’s executed without unnecessary distractions and detours.


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