You are seeing our new document Reader view. Click here to revert. Feel free to leave us feedback on this feature here.

×

Embed Doc
Copy Link
Readcast
Collections

CommentGo Back

Download

Primary Color Options

Against a backdrop of an increasingly complex and fragmentedconsumer culture, media overload, multiplying retail channels,and an increasing cynicism among consumers, some marketersare rediscovering the power of simplicity in expressing theirbrand ideas. It simply makes sense.

OPINION SERIES:

SIMPLICITYRULES.

2

SIMPLICITY RULES

WhaT’S gOINg ON hERE?

This is more than a trend, even though it’s clearly trendy. It’s a morefundamental change, a cultural shift, and one that the culturalanthropologists and semioticians will be studying for decades. And the

brands that recognized it early are reaping the rewards of reecting the

values that are driving the culture, even as they accelerate the shiftthrough their powerful brand expressions.The shift has many parents: our increasingly fragmented culture, mediaoverload, overextended brands, SKU proliferation, and of course, thecurrent economic reversal that fosters a deep desire for simple value asa response to the excesses of the recent past. In

The Paradox of Choice: Why More Is Less

, psychology professor Barry Schwartz argues that con-sumers today are faced with far too many choices, noting that consumerswould be far better off with a few distinctly different options instead ofthe countless array of choices they currently have. Whether choosing aninsurance plan, a can of tomato sauce, or even a pair of jeans, Schwartzshows that a bewildering array of choices is overwhelming, and paradoxi-cally inhibits happiness instead of enhancing it. He debunks the notionthat more choices will make consumers happier, offering instead the ideathat having all these choices actually infringes on consumers’ psychologi-cal well-being.Author and consultant Jack Trout similarly contends, in

The Power Of Simplicity: A Management Guide to Cutting Through the Nonsense and Doing Things Right

, that simplicity is one solution for marketers who

nd it increasingly difcult to gain traction among consumers beset by

too many complicated choices and options. He urges managers to “getback to basics” and use simplicity as an organizing principle to guideenterprises to success. Trout notes that simplifying the value proposition

will reduce cost and increase sales and prots.

SIMPLICITY RULES

Simplicity rules the day. In our über-branded world, we’re seeing a sea-change washing over the landscape. Some say it started with Google,sporting the cleanest user interface on the web at the time. (Interestingthat Microsoft’s Bing is now trying to out-simplify Google on functional-ity.) Others say Target paved the way, with a simpler, cleaner shopperexperience, utilizing design as a strategic advantage in its pitched battlewith Wal-Mart. (Equally interesting that Wal-Mart is now trying to out-design and out-simplify Target.)

Oter exmples bound:

Häagen-Dazs touts a few simple ingredients with its Häagen-Dazs

•ve™ line.

Pepsi creates Throwback versions, harkening back to simpler times.

•

Coca-Cola renovates its trademark brands, eliminating gratuitous and

•superuous design elements to express brand symbols more simply

and compellingly.Volkswagen builds an entire design language around simple forms.

•

Philips touts “Sense and Simplicity” as more than a tag line but as a

•

corporate covenant.Countless other brands feature simple, back-to-basic value proposi-

•

tions that appeal to a seemingly endless desire for the honest, thetrue, the uncomplicated...in a word,

SIMPLICITY

.

3

SIMPLICITY RULES

Outside the FMCG world, smart marketers are applying some of the sameprinciples, and are gaining real marketplace advantages. In the usedauto business, CarMax has become the nation’s largest retailer in justover 15 years, with around 100 locations today. Its growth traces directlyto the core concept driving the value proposition–honest simplicity andstraightforward dealing–the direct opposite of most consumers’ experi-ences with used car dealers.In another non-packaged-goods example, Intuit recently bought Mint,the web-based tool featuring a simple design interface that helps people

manage their nances for an eye-popping $170,000,000. Simplicationis absolutely central to the Mint proposition: Mint simplies nancial

management, and does so in a way that is intuitive, accessible, andnon-threatening. By helping consumers get organized and in control, itmakes a notoriously complicated aspect of their lives more manageable.And by providing an elegantly designed, deftly executed product/servicethat WORKS, Mint has made a mint for its owners–while serving its userbase admirably.So, regardless of commercial category, we can see that the principle ofsimple, straightforward, honest expression of no-nonsense value is gain-ing traction with consumers and delivering value to brand owners.In our own practice, we’ve seen brand owners leverage the power ofsimplicity to strengthen their brands. Heinz, in its Australian market,

launched a new line of frozen stir-fry vegetables with a fresh, condent

look that communicates convenient, everyday cooking. Bright, comple-mentary colors, ample white space, simple design, and appetizing

photography suggest healthy, unprocessed, and easy to use benets.

This trend toward simplicity and purity has also taken hold in the bever-

age category, where unsweetened avored water beverages are growing

faster than any other segment.Dasani Essence is an all-natural, no-calorie clear beverage that adds ahint of fruit to bottled water, including lime, black cherry, and strawberry

kiwi avors. The design took a straightforward, bold approach to the

brand that conveys honesty and simplicity. The new packaging is clean,modern and stylish to help encourage a healthy lifestyle and attitude.Gundowring Fine Foods’ design features a series of smart two-colorlabels; the restricted palette, minimal typography, and a handdrawn swirlcreate an appealing label design that conveys real food, few ingredients,and simple authenticity.

iPhone application

of 00

Leave a Comment

Opinion Series: Simplicity Rules

Against a backdrop of an increasingly complex and fragmented consumer culture, media overload, multiplying retail channels, and an increasing cynicism among consumers, marketers... (More)

Download or Print

155 Reads

Info and Rating

Category:	Research > Business & Economics
Rating:
Upload Date:	01/21/2011
Copyright:	Attribution Non-commercial
Tags:	Design marketing branding B2B Schawk Design marketing branding B2B Schawk (fewer)

Free download as PDF File (.pdf), text file (.txt) or read online for free.

Flag document for inapproriate content

Uploaded by

Download

Embed Doc
Copy Link
Add To Collection
Comments
Readcast
Share

×

Share on Scribd:

Readcast

TIP Press Ctrl-F⌘F to quickly search anywhere in the document.

Searching...

Result 00 of 00

00 results for result for

p.

More from This User

Related Documents

Más De Este Usuario

Schawk, BLUE for Consumer Brands

BLUE: Helping make consumer brands compelling, consistent and efficient.

Schawk, BLUE for Retail Brands

Schawk, BLUE for Pharma and Life Sciences

BLUE: Helping pharmaceutical and life sciences companies worldwide.

Anthem Sightings Vol 2, 2011

Anthem Sightings: Volume 2, 2011 In this issue of Anthem Sightings, we are ma...

Schawk 2010 Sustainability Report

Anthem Sightings March 2011

In this issue of ANTHEM SIGHTINGS, we look at new and evolving ways marketers...

Fancy Food Show Review 2011

The 36th Winter Fancy Food Show in San Francisco drew 17,000+ buyers from aro...

SIGHTINGS A Look Forward: 5 Marketing Ideas for 2011

This year, while the world re-awakens from its economic slumber, consider how...

SIGHTINGS A Look Forward: 11 Trends for 2011

Keeping Things Close Recently, consumers have been embracing everything “loca...

Global Asset Integration Paper

Brands are putting tremendous energy into online shopping today. It’s not jus...

Anthem Branding & Design

Anthem Branding & Design

Schawk Large Format: We Catch Attention

Printing, premedia, substrates, inks. Schawk’s large format skills are unmatc...

Extending Your Reach in Asia and Beyond

Schawk’s Asia Pacific capabilities deliver huge benefits for Asian and Wester...

Schawk Sustainability: We Help Keep You Green

Consumers and governments are pushing sustainability; respond assertively wit...

Schawk Global Brand Help Desk: We Protect Your Standards

Our service is innovative and vital to one of the world’s biggest brands. Rea...

Schawk Creative Imaging: We Appreciate Beauty

Creative retouching and CGI services without parallel — and with Schawk integ...

SCHAWK Premedia: We Deliver You to Market

Vital brand lifecycle services delivered expertly. Read more.

Schawk 3D: We Help You Imagine

Photo-realistic imaging. Prototyping. Product animation. Our 3D skills are se...

SCHAWK Prototypes: We Help You Sell

We create packaging prototypes and comps that help sell new ideas and reinfor...

Schawk Overview Brochure

Will that touch... Be Riveting? Thrilling? Compelling?

Retailers Take Charge

Schawk helps retailers seize opportunities through Brand Point Management

Bringing Your Brand Ideas to Life

Schawk helps brands express themselves through Brand Management Technology.

Brands in Control

Schawk helps consumer brands leverage strengths through Brand Point Management.

Pharmaceutical Life Sciences Companies and Brand Point Management: ...

Pharma/Life Sciences companies face unprecedented opportunities and challenge...

Opinion Series: Simplicity Rules

Against a backdrop of an increasingly complex and fragmented consumer culture...

Related Docuements

SIGHTINGS A Look Forward: 5 Marketing Ideas for 2011

This year, while the world re-awakens from its economic slumber, consider how...

From BrandSquare

Food and Product Safety Challenges for Brands

Brands must make sure their packaging is as trustworthy as the products thems...

From BrandSquare

Bringing Your Brand Ideas to Life

Schawk helps brands express themselves through Brand Management Technology.

From BrandSquare

RICHARD B. GREGG - THE VALUE OF VOLUNTARY SIMPLICITY

From augenoeffner

Brand Portfolio Optimization for Fewer, Smarter, More Profitable Br...

Retail brands have distinct advantages today. But to leverage them, they must...

From BrandSquare

The Value of Voluntary Simplicity

From Dibya Kanti Mukherjee

Schawk Overview Brochure

Will that touch... Be Riveting? Thrilling? Compelling?

From BrandSquare

36782149-Branding

From Steffen Kurniawan

From Moumita Banerjee

Globalization: A Brand Point Management Perspective

The white paper discusses how brand point management helps businesses in a gl...

From BrandSquare

Extending Your Reach in Asia and Beyond

Schawk’s Asia Pacific capabilities deliver huge benefits for Asian and West...

From BrandSquare

Global Brand Strategies

From Hammad Ahmad

Keller Chapter 1

From Lakshmi Kanth Mannem

Keller Chapter 1

From bkdheeraj88

Brand Value Measurement of Dove

From Sujit