If you are able to keep your communication simple, without a doubt, it will be well understood by the target audience. But, it seems this simple rule is not being understood by many advertisers and authorities. Let me take you through one interesting example!
Have you ever travelled from Surat to Ahmedabad using Baroda Express Highway? With the development of infrastructure, entry from Baroda side to Ahmedabad has witnessed a dramatic change in looks. The moment you reach this entry point; you will find a flyover and a straight road. The obvious question arises to most of the travelers is which one leads to Ahmedabad? So, highway authority has marked both the roads with their names. One road direction is marked as NH-48 and another as NE-1.
This is the junction where most of the time you will find a car standing and a driver is looking for help to decode these abbreviations NH-48 and NE-1. He needs to know, which road leads to Ahmedabad? The majority of the times there is hardly anyone to help, especially at night. Now, many people may say that drivers are expected to have basic knowledge about routes and such abbreviation. Absolutely right, but here we are discussing the simplicity of communication. Further, as per the old numbering NH-48 was running in an entire state of Karnataka and not in Gujarat. As per new numbering now Karnataka road, from Mangaluru to Bengaluru, is identified as NH-75.
Now assume, sign boards at Baroda Express Highway entry points are replaced as Ahmedabad and Delhi instead of NE-1 and NH-48 respectively or Ahmedabad Express instead of NE-1 and Ahmedabad National Highway instead of NH-48. Will it confuse any driver? I think no. If your purpose is to help the travelers choose the right direction without compromising on speed and passing from any difficulties; marking both the roads with city name is a better idea. Simplicity makes it work!
So, whether you are developing a signage, a poster, a brochure, a hoarding, a website banner, an e-commerce portal or any other form of communication ensure, it’s easy to understand. If it’s not simple enough, certainly it will not work the way creator has expected.
Tags: advertising agency in ahmedabad, ahmedabad, Ahmedabad Baroda Express Highway, baroda, branding agency ahmedabad, communication, direction, express highway, Kirit JAsani, national highway, simple ads, simplicity, simplicity in advertising, simplicity of communication, Spotlight Communication
May 24, 2016 at 6:10 am
You can share similar experience which is focused on simplicity of communication.
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May 25, 2016 at 1:25 am
True, simplicity is God. The core of the message should be clear. If my internet isn’t working, I could be stuck at that intersection for, like, forever.
To add, I had this idea-click (after reading the post). Why only to stick just with writing Ahmedabad and Delhi. Add a visual treat. Give the traveller something to expect. Arrow-heads are boring. Why not replace them with interesting icons!
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May 25, 2016 at 10:05 pm
Visual treat can certainly help. Authorities must do it.
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