Simplifying in Design

  

   This weekend I had the amazing privilege of interviewing Mrs. Karen Hansel. Mrs. Hansel is a senior copywriter for JDA (Joseph David Advertising), and her job is to create content for clients that helps them communicate their brand in meaningful ways. 

     Before I jump into sharing the things I learned from this interview, let me say a few more things about branding. First of all, when Mrs. Hansel begins the branding process, she immerses herself in the brand she is striving to represent. She does this by researching the brand online, getting to know the client first hand by visiting their organization, asking questions, and listening to employees share their stories. 

     The content she creates after this process is always strategy based, and always has a specific target audience. Each brand is unique, and Mrs. Hansel's job is to demonstrate that companies uniqueness in a way that reaches the target audience and ultimately creates brand loyalty.

       I love to learn about branding and marketing, but you may be thinking, "How does this all relate to a blog about simplicity?" Mrs. Hansel would be the first to tell you that simplicity is a very important element when creating designs and messages with branding. Please let me share with you some advice she gave me from out interview.

       Why is simplicity in design important?

From our designer: Everything that you incorporate into your design should have a reason for being there. If you don't have a well thought out reason for it, then it usually should not be there. When you begin cluttering design and adding things that do not have a purpose, you end up muddling the message.

       Would you say that a simple design could leave a more lasting impact than a complex design? Along with a simple design, would you agree that a simple message is more important than a complex message?

Absolutely. Simple designs and messages are memorable. (Think about logos—the Nike swoosh—and taglines—Just Do It, for example.) If they resonate with the audience, they will make a lasting impression and in the end, create brand equity and loyalty.

Less is more. If we can communicate effectively in just a few sentences, why take up a whole page? Knowing this forces us to be succinct and direct—always a good thing when you are communicating in a world with hundreds and thousands of messages vying for a person’s attention.

       How are you able to keep designs simple in a world that has so many complex technological aspects?

Keeping things simple takes discipline. Knowing your target helps you stay on track and separate the good from the best.

       How do you choose a simple message to send to your audience? Is it hard to whittle down a complex context into a simple message? 

My messages are strategy-based and directed to a certain audience. That helps narrow the focus. Within those boundaries, the opportunities are limitless to use your imagination to create messages. Just as it takes time to craft a design, it takes time to create a message that is exactly right for the time, the place and the target audience.

A lot of good ideas never get to production, but we need to remember the process is just as important as the end product. Nothing is ever wasted when working towards a single goal. 

       I hope that through reading this interview you were able to see the importance of simplicity in design, specifically when it comes to branding. Thanks for reading this post!