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Thursday, October 20, 2005

Reinventing Velcro: The Importance of Brand Simplicity

Akin to the concept of white space and minimalism in design, simplicity of brand representation is the right direction to go in order to increase your market share. Simple is better. Your company knows it, your brand should show it, and your customer is desperate for anything that makes his life easier.

Ironically, there are several definitions of simplicity. Simplicity can be defined as being simple or uncompounded, the absence of pretense, the freedom from difficulty or hardship, the lack of ornamentation, or the quality of being natural or based on natural principles. Each one of these definitions holds the key to what today’s consumer desires: a better way. Clearly, brands that embody simplicity are more likely to hold a place of honor within the mind of the consumer because the brand appears to humble itself in order to communicate a larger message to the consumer rather than merely putting itself on a pedestal.

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