If I had more time, I would have written a shorter letter - T.S Eliot

As a designer, small business owner (and former film editor), I struggle with this concept constantly. It’s a big part of what separates good design from not so good design. How do you pack the essence of a company or organization into a tiny symbol that will translate in a nanosecond their audience – that’s the very point of logo design. And by extension, really, all kinds of design.

Reducing things to their essence takes way longer than you think. It’s all about trial and error. It’s often a bit of a meditative process for me. I play around with different ideas, let them marinade for a few days, come back with fresh eyes and reconsider them.

Reducing things to their essence it’s critical. Why? Because otherwise you distract and confuse your audience from their main purpose – being inspired by what you have to offer. And ultimately you loose them.

I’ve had many clients over the years struggle with this. I see them wanting to pack in ALL the information onto – whatever it is – their web page, their brochure, their newsletter, their business card. Their desire is that people will have all the information. The reality is, though, people just don’t absorb information that way. We have a very limited attentions span. By giving someone ALL the information, you’ve making it next to impossible to retain ANY of the information. Its rather counter-intuitive.

For any design or advertising campaign, choose one or two points to address - max. Highlight them. Any additional information you want to pack in there, keep it in small text or better still, leave it off for the next campaign. while first impressions matter, you’re building a relationship. You don’t need to, nor should you expect to, sell someone in the first introduction. Studies show that takes about 7 times before people will buy a product or service. That means they need to hear about you 7 times before they are sold. And that includes being sold on an idea if you’re a not-for-profit. Use that information to your advantage. Pace yourself and think strategically about your campaigns.

I’ll end it there for now. You get the idea. Less is more. That was our mantra back when I was at RISD. Make it yours in all your promotions. When you have something to say, a lot to say, give yourself the time you need to reduce it the essence. Remember, you may have other opportunities to say more another time – does it really belong in this piece now? Ask friends and colleagues for feedback (especially if you know a designer). And practice restraint. Your audience with thank you – by actually getting your message.