A common mistake when thinking about achieving simplicity in advertising is to think of it as dumbing down or reducing something, which is ultimately more complex than the "simple" end result. I have found the opposite to be true. Finding simplicity is hard work, requiring serious thought and effort. According to marketing gurus the Heath Brothers in Made to Stick, “It’s hard to make ideas stick in a noisy, unpredictable, chaotic environment. If we’re to succeed, the first step is this: Be simple…find the core of the idea.”
Upcoming classes given by Ann Byne
