Tips for Effective Communications – Stop when there is nothing more to take away
When marketing our companies, we seem to have an incurable itch to put everything and the kitchen sink into our communications. We erroneously believe that the more we tell our audiences, the better they will understand why they need our products and services.
In a world of message and image overload, we must resist the urge to “cram it all in.” Trying to show and say as much as we can in an ad, a brochure, a flyer, a video, a power point, or a website, leaves our audiences frustrated and confused. If they do not quickly connect with what we believe and the benefits we offer, they will take nothing away from our efforts. This results in a lot of wasted time and money.
So, how do you know if your design communications will be effective?
“You know you’ve achieved perfection in design, not when you have nothing more to add, but when you have nothing more to take away.” - Antoine de Saint-Exupery
This sage quote by Antoine de Saint-Exupery, the French author of The Little Prince, says all you really need to know about understanding the mechanics of great design.
How can we create and approve effective design communications? Use these four steps as a guide.
- First, take the time to become crystal clear about what we truly want to communicate. What do we have to share that is most important to our audiences? This takes clarity.
- Next, brainstorm dozens of possible solutions and choose the most intriguing direction. This takes guts.
- Then have the courage to eliminate everything that is not vital to the core message. This takes focus.
- And finally, be sure that those who approve our materials trust the design professionals they have chosen to collaborate with. This takes confidence.