THE SCIENCE OF BRANDING: WHY MINIMALISM SELLS
To many business owners, the appeal of minimalism leaves much to the imagination yet lacks the necessary information that customers need to know about their products and services.
So why is minimalism so popular?
The Definition of Minimalism
Minimalism is defined by the Merriam-Webster dictionary as “a style or technique (as in music, literature, or design) that is characterized by extreme spareness and simplicity”.
In other words, minimalism in its most basic sense is, well, keeping it simple.
Now, “simple” doesn’t have to mean boring. In fact, with minimalistic design, it highlights interesting aspects about what is being observed; in a branding sense, this can be incredibly beneficial.
Real-Life Minimalism Branding
Many major companies, especially in the technology and restaurant industries, have embraced minimalistic branding practices to appeal to a “modern” consumer base.
For instance, let’s take a look at at Tesla.
Most automobile companies are huge players in the ad game, but Tesla has taken a comparatively reserved approach. (In 2014 they spent $48.9 million on marketing, whereas General Motors spent $5.2 billion.)
For example, when they released a kids’ version of the electric Model S, they garnered buzz simply by retweeting customers’ home videos.
Word of mouth and the ongoing antics of founder Elon Musk have created a brand full of intrigue and interest, leaving fans waiting to see what they’ll come up with next.
Why do they succeed by using this approach?
Tesla is largely focused on disrupting through innovation. Thus, they’re simply focused on creating the best product out there. Musk has said he’d rather put ad money into building a better product, and it shows, as their products speak for themselves.
The Science Behind Minimalism
If you’re wondering the reason as to how minimalism actually helps you sell your products and/or services, here’s a few reasons:
1. Minimalism is simple, and so are consumers. Now this isn’t to say that consumers are dumb. What I mean is that when someone is shopping for something, they don’t want to be sold with a bunch of design fluff – they just want you you get straight to the point (e.g., Will this make me more attractive? Help me feel better? Make my life easier?).
2. Minimalism is intriguing. When you look at a minimalistic design, it sparks interest because it’s highlighting something that normally looks boring when clumped together with other stuff.
3. People want to simplify and declutter their lives. If you sell your products and/or services with an angle that promotes making someone’s life less complicated (which you should always do – that’s Marketing 101), minimalism will emphasize that message in a visual sense.
4. You’re avoiding information overload. Our lives are bombarded with information from the moment we get up in the morning until we go to sleep at night. We hear advertisements on the radio, see them on television, absorb hundreds of notifications on Facebook, and so on. Minimalism is a visual breath of fresh air – when everything seems to be so complicated, simple branding can stick out because of its lack of aggressiveness toward a consumer.
Making it work for your business
If you’re used to providing tons and tons of information in your advertising and it just doesn’t seem to work, well, there’s a good reason for that:
You’re confusing your customers.
No one wants to read a paragraph in your Facebook advertisement and then see a bunch of text in your graphic (if Facebook will even approve it – you can only have about 20% text in a single ad image). It’s a psychological turn-off because at the end of the day?
Customers want you to get to the point.
Paul Cassarly is a U.S. Marine Veteran, entrepreneur, and musician living in Altoona, PA. He is a graduate of the Berklee College of Music in Boston, MA and holds a Bachelors of Music Production.
Paul has assisted businesses with their marketing needs throughout the U.S. and Europe. He founded Cassus Media in 2017 to give himself a creative outlet and forge his own career path.
Currently, Paul is involved in several business ventures and leads a busy life. He always makes sure to make time for his family and their two cats, Boo & Adora.
About Cassus Media
Founded by Paul Cassarly in 2017, Cassus Media is a marketing agency that is involved in various business ventures and provides website, audio, and video production services to small businesses around the U.S. Learn more →
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