KHWS Blog: Is Minimalism the new prevalent manner of brand marketing?

Minimalism: keep it simple


Is Minimalism becoming the new prevalent manner of modern lifestyle and brand marketing?

There has been a lot of talk recently around Minimalism in the modern world. If this is news to you, it’s based on a concept grounded in the ideology that ‘less is more’, e.g. quality over quantity.

Think Scandinavian minimalist home décor designs; stripped back restaurant menu choices specialising in one dish (e.g. Flat Iron Steak House) or the local homely coffee shop: the trend for minimal living is on the rise.

Minimalist advocates Joshua Millburn & Ryan Nicodemus  describe Minimalism as “a lifestyle that helps people question what things add value to their lives. By clearing the clutter from life’s path, we can all make room for the most important aspects of life: health, relationships, passion, growth, and contribution.”

By reducing the clutter in your life, a more streamlined and focused lifestyle becomes obtainable.

In a world inundated with copious amounts of information, consumers are starting to place a higher value on ‘simple and effective’ over the previously popular ‘flash and glamour’ resulting in numerous brands migrating to this mentality for their messaging techniques. Are we now living in a society that ultimately wants less, where people have now started condensing their wants to meet their needs? If this is the case, how could brands install new ideologies like this into their core marketing techniques?

Minimalism: keep it simple

Take Kit Kat. Deriving from their corporate rationale, brands are attempting to free the consumer by displaying their communication in a clearer and more concise way. The result being an increase of the memorability of their messaging efforts, which establishes a more positive brand image and results in higher product engagement.

This type of advertising is perceived as much more refreshing. Why? Because our brains subconsciously recognise and appreciate simplicity: which allows us to interpret information and digest the message with ease.

Is Minimalism becoming the new prevalent manner of modern lifestyle and brand marketing?

The examples seen above demonstrate how companies are moulding their advertisements with a minimalistic approach and each contain a common theme of simplicity. This is a crafty new way these brands are starting to target those consumers who have learnt how to ignore those flashy, overloaded advert stereotypes.

At KHWS we refer to this as the ‘One Key Thing’ Sales Trigger, whereby brands reinforce a single prominent feature that consumers can easily recall, rather than overwhelming the audience with numerous facts and figures. Studies have shown that the average consumer is exposed to up to 10,000 brand messages a day, with an attention span of just 8 seconds – so why not focus your consumer on that One Key Thing?

You’re lucky if a viewer gives your advert any chance at all… Why not make it simple for them?