Supposedly, we’re exposed to 3,000 ads on a daily basis.
This makes it a growing challenge for advertisers to stand out in such a saturated market.
Like it or loathe it, minimalist design is a trend of recent years that many marketers have adopted to rise above the noise.
In this blog we’ll look at some of the best examples of minimalism at work, with the aim of shedding some light on the coolest marketing technique in town.
The ‘less is more’ principle
Why minimalism? The basic tenet of this style is that simplicity trumps convolution. Marketing everywhere is competing for attention, with many resorting to figurative yelling over using their ‘inside voice’.
Out of the four examples below, which are you most drawn to?
Whilst all four examples are advertising the same thing, the majority are drawn to number 2. The design is simple and clear with visually pleasing negative space that draws attention to the key content. The minimalist design is coupled with minimalist text, so all elements are effectively working together towards the same goal.
We’ve collated a sample of some of our favourite ‘less is more’ campaigns.
1. The Pause Print Campaign – by KitKat
KitKat’s tagline is ‘Have a break’. So to create a minimalist print ad that relates to the tagline, shows the product itself and is playful is incredibly effective.
2. The Neighbours Campaign – by FedEx
Considering there is no text in this ad, Fedex have managed to communicate a lot. The message is clear; you can easily send a package to someone in another part of the world. Fedex have taken this message and translated it visually to great effect.
3. The Precision Parking Ad Campaign – by Volkswagen
Volkswagen wanted to advertise the optional features with their latest new cars, such as the park assist. With this minimalist ad, they manage to show off this parking feature, whilst adding a compelling and humourous visual element too.
4. The Minimalist Homepage – by Nua Bikes
This home page actually contains a large amount of text and site navigation information, but thanks to a well-considered colour palette and the high-spec image that draws focus, all anyone can see is the bike. It’s powerfully simple.
5. The True Colours Print Campaign – by Faber-Castell
The pens and pencils retailer wanted to demonstrate how their product colour names matched the real life inspiration. So ‘aubergine purple’ is not just a name but the actual colour of the pencil. The print ad sends this message by cleverly fusing both objects.
6. The City In Your Hands Campaign – by Ford
This is a car ad without an image of a car. Just a set of keys, a killer tagline and a brand name. It’s confident, clever and boldly minimalist.
7. The Good News Print Campaign – By Ricola
Ricola’s print campaign shows just how powerful minimalist design and text can be together. The text is amusing and unmissable, whilst the design is basic but still eye-catching – it’s visual hierarchy composed beautifully.
8. The Natural Finish Colours Campaign – By Berger
Berger wanted to visualise the idea that their colours match those of nature. So what better way to communicate that than comparing their paint to the sky itself.
Ve’s Creative Director, Adam Hindaugh, had this to say about the phenomenon: “As designers, it’s our job to depict complicated messages. We simplify by removing all unnecessary clutter, to create clarity, time to think, reflect and respond. In a world full of visual noise we often want to say ‘more’ – however, people tend to understand ‘less’.”
What do you think of the minimalist craze? A strategic marketing trend to stay or a flash in the pan? Cool or cringeworthy?