Refined. Subtle. Unforgettable.
From scrolling social feeds to highway billboards, consumers are bombarded with attention-seeking campaigns designed to shock, wow, and entertain. But here’s the catch: attention-grabbing doesn’t always mean message-grabbing.
We’ve all seen it—that flashy, in-your-face ad that grabs you for a second, maybe two, before you swipe past it or tune it out. As a copywriter, I’ve learned that the goal isn’t just to get someone to look. The real challenge? Getting them to remember. And flashy isn’t always memorable—simplicity is.
Think about it. When you see an ad with a hundred different elements fighting for space, you’re not processing the message—you’re dodging the chaos. Good copy (and design) knows when to stop. It doesn’t need fireworks to get its point across. In fact, it’s often the quiet confidence of simplicity that leaves a lasting impression.
Subtlety is often a sign of confidence, exuding trust and authority when brands avoid overselling. Ever notice how luxury brands barely say a word in their ads? A sleek car glides across the screen, the brand logo appears, and that’s it. They trust their product’s quality—and their audience—enough to let simplicity do the talking. And it works. It’s why a two-second glimpse of a Louis Vuitton bag can stick with you longer than a five-minute commercial packed with jingles.
When I write for brands, I always think, “What’s the one thing we absolutely need to say?” Once we nail that down, everything else is optional—and often unnecessary. Simplicity isn’t just about saying less; it’s about saying the right thing.
So the next time you brainstorm a campaign, think about what could happen if you stripped away the excess. Could your message stand on its own? Would it resonate without the bells and whistles? If the answer is yes, you might just have something powerful.
Simplicity isn’t about playing it safe—it’s about knowing your brand and trusting your message. And trust me, there’s nothing louder than that.
