Minimalism In Marketing: What, Why and How

Consumers are exposed to hundreds of ads on a daily basis. Most of us are so used to them that we often ignore or skip through the content. In such a scenario what should a brand do to get their potential consumer to sit up and take notice? The answer, my friend, is in the title of this blog.

Minimalism, which began as an art movement in the 1960s in America, has found its way into the lifestyles of an increasing number of youths who aim to declutter their lives. Simply put, it involves including what brings you joy and excluding anything that does not.

In marketing, minimalism is all about depicting complicated messages in the simplest possible manner. It is not just about picking a colour scheme and sticking to it, but a combination of subtle design, thoughtful writing and clarity. It can be incorporated through product design, product packaging, store décor, advertisements, social media, etc.

When it comes to nailing advertisements and social media, less is often more. For example, KitKat, to promote their ‘Pause’ print campaign, used the product itself, with optimal negative space to draw attention to the content. The message ‘Have a break’ is clear even with minimal text.

With neat visuals, a crisp and cleverly written copy, and thought-provoking designs one can easily strike a chord with the increasingly meaning-seeking audience. Add to that a keen sense of humour, like Durex, and you are sure to have their attention. Their Father’s Day post on Instagram, captioned “The only condition: be reaaaaaly good at it” was shared widely across platforms.

Brands have been capitalizing on the minimalism trend for quite some time now. Fevicol, a brand that has aced their advertising game even before the advent of social media, uses topical themes to please different audiences. See how smartly they plugged in the branding with this minimal creative when Avengers was released.

In a world filled with clutter, minimalism is a breath of fresh air. There is a whole new avenue of meme marketing that comes into play here, with agencies specifically catering to these. Brands wanting to appeal to younger audiences in the age group of 17 to 29 will benefit the most from it. It is also cheaper as compared to traditional methods of markerting as it can reach a wider audience and increase brand recall.

Now just because there isn’t much to see, doesn’t mean it is easy to create. Minimalism demands careful consideration; and an understanding of aesthetics, current social environment and human behaviour. Besides, good content should compel the audience to think, reflect and respond. Creating such content consistently across platforms is a trick that, perhaps will be worth mastering for brands.