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Less is More : A Minimalistic approach to Marketing

Author : Shreya Srinivasan

The marketing industry is saturated with thousands of advertisements employing the same age-old formula : Sell, sell, sell! As markets become highly competitive, brands overcompensate with quantity rather than quality. Consumers are bombarded with too much information and brand jargon. So, this strategy has become redundant as it no longer grabs the attention of the consumers.

However, minimalism is on the rise with its clever body copies and simple designs.

What is Minimalism?

Minimalism started as an art movement post World War II, with abstract expressionism and subtle art pieces. Today, we know it as a way of life. Minimalism is being simple, yet effective. The same applies to the marketing world. Minimalist marketing encapsulates a brand’s personality into a clean, concise advertisement.

Such ads can make do without body copies. In fact, innovative designs are key elements to the minimalistic approach. Minimalist ads often employ wit and humour to break through the clutter. This tone is extremely effective on social media platforms. Minimalist campaigns also work well on outdoor media.

Creating Effective Minimalist Campaigns :

Brands need to ensure that their core message doesn’t fizzle out amidst the noise. The audience must be able to grasp the subtle messages. Here is a breakdown of how to create effective minimalist campaigns -

  • Know your audience

Potential customers in the digital space have their set of wants and expectations. Knowing your target audience’s tastes, geographic location, age group, etc. would help in tailoring a successful minimalistic ad. Moreover, a brand can reach a younger audience through pop-culture references. As seen in Amul’s smart advertising, the Amul girl often combines puns with contemporary issues and trends.

  • Content is key

The minimalist strategy and content always go hand in hand. Content involves both text and imagery. It should be planned and made with the intent of generating customer loyalty. It must also complement the brand identity and personality.

For example, KitKat’s minimalist ad was in line with its iconic “Have a break” tagline. It resonated with the audience by relaying it’s well-known tagline in a fresh, simplistic manner.

  • Keep in Simple

Creativity does not equate to clutter. ‘Less is more’ is the core of minimalism. So, marketers must stick to this rule while creating a campaign. In the

process of designing the ads, all unnecessary elements must be eliminated. The aim is to be as straightforward as possible. For example, in Coca-Cola’s ad campaign for the new lemon-flavoured cola, they included no text. It consisted only of a lemon peel identical to the ‘C’ in Coke’s logo.

  • Quality over Quantity

A brand can be made visible without overwhelming the consumers with too much content. When quantity is preferred over quality, consumers are more likely to skim over ads. The campaigns must be eye-catching and unique since the audience no longer settles for mediocre content.

  • Consistency

A minimalistic approach must be maintained throughout all the digital media platforms. Consistency is essential in terms of presentation, continuity and branding. A series of ads within the campaign emphasizes brand identity. For example, Faber castle’s “True Colours” campaign demonstrates how the pencil colours are realistic.

Conclusion :

Minimalism can be a powerful method of marketing when used correctly. One must be wary of oversimplification as it could result in vague or offensive messages. When brands are conscious about the simplicity and quality of their content, their advertisements are worth remembering.

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