April 27th, 2016
They say silence is golden, but what about simplicity? In a constantly evolving modern world, does simplicity still have a place? When it comes to the technological landscape of digital marketing, it seems that simplicity is not only desired, but often necessary for success.
Simplicity — when done right — can be a beautiful thing. Google’s iconic homepage – an uncluttered white canvas with a single-line search bar – has been a leading model of clean design aesthetic, which has translated into profits. As the internet’s premiere search engine, Google’s seamless elegance acts in direct contrast to what it offers: an abundance of answers, services, and options. So where’s the connection?
Minimalism is a style of design characterized by space, simplicity and sparseness. Millennials have embraced this definition by incorporating it into their daily lives and promoting it across their social media channels. If you’re an Instagram user, you’ve come across your fair share of posts that feature some kind of white, unadorned living space. So what is it about these posts that click with users?
Like a soothing sigh of relief, it seems that minimalism has become less of a lifestyle and more of a movement – a kind of rallying cry against oversaturation and overload in today’s information age. Constantly plugged into devices both in work and in life, consumers long for the quiet simplicity of blank space and an uncluttered mind. And despite appearances, minimalism is versatile, far-reaching, and crosses many fields and genres: photography, design, literature, engineering, fitness, the culinary arts, and even marketing. With a “less is more” attitude, millennial consumers in particular value transparent, clear-cut communication and user experience.
Consistent with minimalist design aesthetic, simple directives and calls to action are also effective methods for engaging users. In today’s age of social media sharing, it’s hard to find a website that doesn’t offer some kind of integrated sharing option, often in the form of a like, a tweet, or a favorite – all with the click of a button. These clear and recognizable symbols are unfussy, direct, and unobtrusive to users.
Of course, not all consumers are built alike. For every successful “thought leader” or “brand ambassador,” there’s a regular Joe or Jane just trying to get through their work day. When launching a campaign, it is crucial to understand the scope of your intent, as well as the scope of your audience. Understand what your consumers are looking for and what they will end up taking away.
Keep this process as simple as possible. Not every organization has the capacity to launch an Ice Bucket Challenge, so scale your tactics to match your mission. Know what your audience responds to, and put yourself in their shoes. Ultimately, connection is key to conversion.
The unencumbered elegance of simplicity fosters a clear path of communication between brand and consumer. By creating a clean space that clearly communicates ideas and calls to action, the mental and digital chaos that inhibits information overload is lessened. As technological innovations continue to sprout, it is crucial to stand on a solid foundation of simple solutions.
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