Thinking about the basic elements of my life and what draws me in, I now recognize what’s been trending for a while. I am a minimalist. With limited exception, brands and overall aesthetic appeal to me if it is clean, stripped down and modern. That applies to everything from home décor to wine to soap to my favorite NYC rice pudding spot. I like it simple.
This recent Ad Age story about brand minimalism hit a cord. I really love what Starbucks did to simplify (read amplify) their logo design. Eliminating the brand name speaks volumes. It says we’re iconic. Subliminally it tells consumers we’re not just about coffee too. I recognize, however, that analysis and commentary about brand logos is better left to experts formally educated in graphic art design. My take on this change is perhaps more reflective of personal taste.
Nevertheless, there are lessons related to the brand minimalism trend that can be integrated into our application of consumer research. There is a lot to be said for the less is more approach. Getting to the core of what makes consumers tick is an intrinsic part of everything we do here. Through a mix of tools and methodologies we’re able to uncover and collect vast amounts of consumer research. More often than not, we’re left with an embarrassment of riches. Our challenge and goal is to narrow focus when assembling this information into presentation format. An overwhelming collection of defining consumer research can distract rather than inspire your intended audience. Think like a minimalist and keep it simple. Strip out the extraneous nice to have information and spotlight solely the driving point. It’s hard to leave out what you know is interesting and relevant, but if it’s not hardwired to defining strategy it can’t make the cut. You may love it but you can’t keep it. A committed minimalist can relate to this dilemma and knows it is the right thing to do. Simplicity is not easy.