Be Smart, Be Simple

Today's world is cluttered with messages. In this environment, the author urges simplicity. Powerful brands cut through perceptional noise with a memorably iconic and minimalist approach to colors and symbols. Case studies amplify the principles he advocates, and a three-step process outlines specific criteria managers can use to build designs that are visually clean and engaging. An emerging trend to combat this visual chatter has now hit the mainstream. The most successful brands are able to connect with their core enthusiasts by using an effective visual shorthand. Using color, symbols, icons, and a singular focus, these brands cut through the visual noise. The key strategy they share is simplicity -- in their messages, their identities, and their communications architectures. Here are ways on how you go simple: 1. Hone your positioning down to its one most critical element. 2. Visualize your positioning. 3. Resist the urge to fill the white space. When in doubt: "Think big, go small. Be smart, be simple."