DECISION DATA
A monitor is much more than
a screen. Surprisingly,
it is easily recognized
from many angles.
PHILADELPHIA BAR ASSOC.
Seasonal events are simple
to mark clearly.
COMPLIANCE
Metaphors sometimes
are very effective.
But beware wordplay
and, worse,
puns.
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A marketing effort ought to make its message very clear. In a hurry. Even the most casual observer should know, immediately, what your subject matter is about.
Clean.
The world is cluttered. Disarray is distracting, especially when there is too much of it. So, people defend themselves by ruthlessly filtering out parts of the world. They shun messages that promise to be complicated, time-consuming and difficult. To overcome such resistance your marketing must make a simple, direct first impression.
Simple.
Simple messages and images are more easily and quickly grasped than complicated ones. Since modern life offers only nanoseconds of a prospect's attention, your message better be about as involved as a clap of hands. Stark, recognizable icons and strong, direct headlines are essential.
Iconic.
This blink, this glimpse, must resonate. Its first function is to arrest, pausing the prospect. But it must do so in a way that is rich in content. The icon has to have enough depth so that when you expand on it the idea makes sense. In the end, your message will gather complexity. Your icon must haul that freight.
Memorable.
And be remembered. The first image, the explication of it and the company saying all this must be clearly associated with one another. The whole thing has to hang together or it is forgotten.
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