Minimalism is a current marketing trend that exudes the philosophy of “less is more.” Clear, concise information and well-designed, simple packaging are highly valued by consumers.
Customers are more likely to engage with a simple display of information and unique presentation of visuals, versus an overwhelming smorgasbord of superfluity. It is important to know why your target audience finds an allure in minimalism and how you can mold your content to fit this popular trend. Here are some tips on how you can market your company, product or services in a more minimalist manner:
Target Audience Schema
Millennials and Gen Y consumers seem most drawn to the idea and aesthetics of minimalism. These generations have experienced an economic recession, reduced job market and an increase in student loans — factors that have shaped how they view the material world. This generation is aware of how suddenly there can be a flux in their economic status, so they gravitate towards more simple and minimalist practices and materials.
According to a Price Waterhouse Coopers report, 25 percent of 18-27 year olds have ‘significantly changed’ their shopping behavior and 47 percent have ‘somewhat changed’ their consumer behavior. The less-is-more attitude has been adopted by this generation, who also appreciate straightforward communication and transparency. This group values simple and effective information, rather than a flashy bombardment of sales jargon.
Visual, data-driven information is what current consumers seek and share. Infographics are a new trend, relative to minimalism, that can powerfully share information in a eye-catching, visual format.
You can sort and present your information with more ease through infographics, which are more commonly liked and shared on social media compared with other content. Infographics are shared twice as frequently compared to presentations and they are shared three times more than documents on social media sites like LinkedIn, Twitter and Facebook.
Infographics are ideal for displaying data, research, statistics and findings. Hotels.com distplays an infographic on their site that provides customers with valuable information on their travel methods and destinations, like how airports rank for affordable taxi transportation rates.
Lists are another concise way you can present your content, as they offer a measured display of ideas that your customer can follow. A list is an easy format that will allow presentation of topics, key points and an overall conclusion.
Address the key points of your message through concise text, relevant photos or video. If you overload your customer with information, they may lose interest or fail to notice the important points of your message. LifeLock is a company that clearly states their message without over-explaining the fine details.
Their focus on key points draws the customer into their site and the simply designed layout makes it easy for customers to navigate for further information. Their video message is an example of their minimalist approach– the information in the video is cardinal, as it clearly explains a problem and provides a solution without any excess, trivial information.
Endeavour Capital is another site that doesn’t overwhelm the viewer with excess information or stimulus. The simple and consistent color scheme of white, navy and yellow matches the company’s straightforward and simple display of information. The heading of the site reads, “ Private Capital, Trusted Advisory, Proven Stewardship” which gives the customer a quick view of the company’s mission and philosophy.