Light, privacy, space – much of what we once considered basic to our everyday lives has become a luxury for many. Chris Heathcote makes an interesting addition to the list of ‘new luxuries’: clarity. Heathcote, who lends his insights on a regular basis to Nokia, argues that advertising to the masses comes in two basic forms – cluttered and clean. He explains how clarity in advertising (on the subway, on the street, on our computer/mobile screens) is a luxury reserved for consumers/brands that don’t need to pay/bring attention to promotions, wordy offers, fine print:
Clarity is a luxury. Ads that present a brand message tend to be simple. Ads that convey a monetary offer or benefit, are not only hard to decipher, full of words, small print, competing offers, but take extra cognition to even dismiss. “Will this be good for me?” “Will this make my life better?”. They also tend to be more cynically designed, with added lizard brain semantics. “These great offers won’t last” “Call us today.” Time, effort and worry are the price you pay for having to make hard financial decisions constantly.
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