Here in the Information Age, we receive more words than can possibly register. We are deluged with data.
Funny thing. When everyone is shouting, most marketers attempt to shout louder to be heard. Most strive for share of voice by out-explaining their competitors.
In a previous post, I suggested that using fewer words demonstrates focus and clarity. “Less” stands out from the rest. “Less” is often most powerful.
As an example, this wraparound outdoor signage at West 42nd Street and 7th Avenue in New York City works without words. Not even a brand name. Of course, it is Target, a master of restraint.
Target’s effective use of simplicity arises naturally from its philosophy. “Great design is the essence of the Target brand. Since day one, our company founders recognized that the appeal of smart, stylish, well-designed products and stores would set Target apart.”
In its marketing, Target applies its standards consistently. Its advertising is quickly recognized. In its category, it owns the colors red and white, the way UPS owns brown and Fiberglas owns pink. (Owens Corning, maker of Fiberglas insulation, has actually trademarked the color pink.)
The target icon is so simple and obvious it is recognized without the Target name.
No name — ’nuff said. Which other brands can get away with this?