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MINIMALISM - THE ART OF SLAYING WITHOUT SAYING

Is less really more?

Minimalism

Everyone has heard of it. Few can make sense of it.

The Cultural Tutor, a new-ish Twitter user, recently tweeted a thread comparing the rise of minimalism in design to the death of detail. He calls it an unconscious phenomenon.

(screenshots of @theculturaltutor)

This thread:

Compares old, decorative architecture to new, sleek, modern installations.
Questions the loss of character and charm.

Some may call it a perspective, but you can’t deny the underlying truth about missing details.

How is the advertising and marketing industry leveraging minimalism without losing the audience?

FRESH GAI EXPLORES WHAT’S NEW IN MINIMALISM

Three things that are common to all minimal advertising campaigns are:

Humour
Intelligence
Simplicity

With receding attention span and increasing need for hilarity, the audience wants to swipe away as quick as possible. You need to grab their attention in those microseconds, which is why minimalism is here to stay.

This latest ad campaign by McDonald’s subtly and intelligently hides a location pin within the posters featuring dishes from the menu!

Although marketers are never late to jump on a viral bandwagon but is minimalism really a new concept? Let’s check out what Brainy Gai thinks.

BRAINY GAI DIVES INTO THE DIFFERENCE BETWEEN MINIMAL AND MAXIMAL

The idea of simple living started in the 1800s and kept evolving until it took a firmer stand in the 1960s and became the ‘minimalism’ we all know today. In marketing, it is all about depicting complicated messages in the simplest possible manner.

Minimalism in Advertising

How are advertisers using minimalism?

By reducing the number of features.
By offering an experience that can be understood at first glance.
By the witty use of negative spaces to bring attention to a specific focal point, like a spotlight effect.

Minimalism in design:

What do you see? A Rajasthani man; or two camels and birds in a desert. The only text - tagline ‘Jaane kya Dikh Jaye’ plays on your perception of the print ad.

Minimalism in concept:

This simple coffee shop promotion on Renderforest embodies a minimalistic concept in the truest sense! The visuals include 3 cups showing the stages of brewing a coffee - from beans to espresso to adding milk and foam, resulting in a hot cappuccino. A business idea in a single shot - sheer brilliance.

Camp Maximalism

The opposite of minimalism, which is a crowd-pleasing concept, is maximalism - the idea being more is more! If you believe in ‘shouting out’ your design, you belong to camp maximalism. The extremity of maximalism can create a bold, powerful and even provocative narrative for the brand. It is a tricky terrain to navigate as, more often than not, it induces feelings of:

Clutter
Mess
Disorder

When maximalism did not hit the bell!

Taco Bell’s ‘The Grand Escape’, which came out during the Super Bowl, made fun of McDonald’s by indirectly showing a dining room full of unattractive clowns with bad meals. That’s what Doja Cat tries to make a grand escape from. The ad used loud colours and chaos to make something ‘cool’ but failed to impact the audience.

Let’s check out some awesome minimal campaigns with Quirky Gai.

QUIRKY GAI TRACKS DOWN SOME WHACKY MINIMAL CAMPAIGNS

Brands that slayed the minimal game!

Coca-cola

Coca-cola's bottle shape is so unique to its brand that it is easily recognisable. Even in the one where it doesn’t exist!!

FedEx

FedEx highlights their international logistics network by merging famous landmarks in its brand colours.

Durex

The marketing game of Durex sets the brand apart in the industry. They are best known for their minimal, quirky ads, often including word-plays.

Can a brand still go the minimal way even if it is not positioned as one?

To answer the above question - Yes

Cue: enter creativity

If used to its advantage, minimalism can create the maximum impact. Hopping on the trend and keeping up with the competitors is not minimalism. The objective should be to embed it in the design and the concept to ensure your intended message reaches the audience.