Great creative is simple.

James Procter

Studies have shown that simple messages are more easily remembered and processed by the brain than complex ones.

“Simplicity is the ultimate sophistication.” said DaVinci. It’s one of the great statements of creativity that has been echoed by many creatives throughout history, and for good reason. The power of simplicity in creative communication cannot be overstated.

Studies have shown that simple messages are more easily remembered and processed by the brain than complex ones. A study conducted by the University of California, San Diego, found that when given a choice between a simple and complex option, people tend to choose the simple option more often. This preference for simplicity extends to creative communication as well. It is also linked to people’s perception of truth, even if the truth is complex and the simple stuff is fake (Make America Great Again).

One example of the power of simplicity in creative communication is the “Just Do It” campaign by Nike. This simple phrase has become synonymous with the Nike brand and has been used in countless advertisements and promotions over the years. The campaign’s success can be attributed in part to the simplicity and clarity of the message.

Another example is Apple’s “Think Different” campaign, which featured a series of black-and-white photographs of historical figures with the tagline “Think Different.” The simplicity of the campaign allowed the message to be conveyed in a powerful and memorable way, and it helped solidify Apple’s brand identity as innovative and forward-thinking.

 

Simplicity in creative communication also extends to design. Minimalist design, which relies on simple shapes, clean lines, and a limited colour palette, has become increasingly popular in recent years. This design style is often used in branding and advertising because it is visually appealing and easy to understand.

 

In the end, the power of simplicity in creative communication cannot be ignored. Simple messages and designs are more easily remembered and processed by the brain than complex ones, and they can help establish a strong brand identity. As the late Steve Jobs once said, “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

References:

  • Changizi, M. A., Zhang, Q., & Shimojo, S. (2006). Bare skin, blood and the evolution of primate warmth. Nature, 1-4.

  • Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing?. Journal of Personality and Social Psychology, 79(6), 995–1006.

  • Maslow, A. H. (1943). A Theory of Human Motivation. Psychological Review, 50(4), 370-396.

  • Sutherland, S. (2012). The Wiki Man. Ebury Press.