Minimalism in Advertising: The Power of Simplicity in Visual Communication

Recently, we were helping with a new brand launch. During this period, we had to extensively spitball. Amid this storm of ideas, there was one goal: short and simple.

And at that time, I noticed that some of the most iconic brands have the simplest of messages. I believe this does not make them basic; in fact, it makes them unparalleled. We can do a lot by describing endlessly; it helps make the point clear. But proving the same point with fewer words makes the difference. It’s subtle, it’s coherent, and it’s beautiful.?

A short copy can be the most catchy. Short copies can help the audience recognize the brand. And since this creates familiarity, the audience would be more open to trying out the brand’s products.?

Now, minimalism, at its core, is philosophical. It’s about simplicity, clarity, and creating an impact. What I love most about these ads is that they emphasise and focus on their message. Just that! By not making the ad too wordy, it captures the audience’s attention and effectively conveys the message.

Let’s take Kit-Kat, for example:

In my opinion, Kit-Kat has been a top contender for minimal advertising. And just a glance at their ads will show you why:

See what I mean? Their whole schtick screams “subtle”. It does a lot without doing too much. Take a break; that’s all they say, but they say it well.

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And then there’s Aspirina…

Honestly, I believe their ads are ‘not-so-subtle’ but their main element is humor and it plays so well! See for yourself -

Again, simple ad but conveys the message so well.

And lastly…

BMW took the clever way forward and created this ad to encourage their audience to use original parts.

Compelling. Intriguing. Straight to the point.?

It makes absolute sense for these brands to use copies and advertise themselves like this. I think it is because they understand the concept of minimalism and also the human psyche (albeit on a surface level). I think they must have realized that the absence of complications in these ads is what makes them memorable. They also must’ve understood that not only are these ads straightforward, but they can also be visually appealing.?

I feel the reason these ads work is because the audience is much more likely to understand and act on them, as they do not have to spend too much time reading or looking at them. Brands like Kit-Kat, Aspirina, and BMW made the right move because surely these ads must have converted minds.?

And although I may sound very pro-minimalism right now, I understand that there are some cases where minimalism may not be the best approach. Like when a complex product or service needs to be explained or when you are trying to evoke a strong emotional response from your audience. At times like these, more than a few words or images are required to explain what your product/brand is and how it works.?

In cases like these, a minimalist ad may not be enough to convey all of the necessary information or even create the desired effect. Clearly, in these instances, it would be effective to use a more detailed and informative ad.?

Still, I believe that, in most cases, minimalism is a great way to explore creativity. Minimalism makes the ad, as a whole, seem clean and clear-cut instead of cluttered and all over the place. In the most basic words, minimalism, as I see it, can make an ad look simple, but that simplicity does not overshadow the power of its message.

So, now, one might wonder… How do you adapt to the minimalist advertising lifestyle? Quitting your current marketing campaign cold turkey is not ideal.?

Instead, make the switch when you have established your brand well. Switch your content piece by piece. Create the aesthetic you would like your brand to have, and let it be your voice. Keep your ad authentic, crisp, and precise, and let your brand voice be loud.

At the end of the day, as I said earlier, minimalism, at its core, is about philosophy. Everything rides on your message. If you have a good story to tell, keep it brief. Let the right audience unveil your brand and what it stands for. And understand that if you have experiences to share, there’ll always be someone to listen. So, keep your message short and your ideas broad!?

Author: Clarissa Fernandes is our maverick wordsmith who doesn’t like anything straight. Be it words or football, she likes to give them her own spin. Despite being the newest member joining our Content Team, she handles all activities of words - spoken, written, and even pondered.? If it were up to her, she would have turned football into a planet by itself, where only the ardent sports enthusiast such as her, would be allowed to inhabit.?