Today, more companies than ever are taking a minimalistic approach to their marketing campaigns and I’m not just talking about a handful of companies either, I’m talking about almost every well-known (and not so well-known) company in the world.
You only have to look at the way many companies are choosing to rebrand and market themselves to see that a minimalistic approach is becoming more prominent. Take the recent Microsoft rebrand for example (pictured below).
To be honest, minimalism is nothing new and throughout history, minimalistic designs have been used to effectively market a whole range of products and services. However, it’s only relatively recently (i.e. in the last 10 – 20 years) that minimalistic marketing has become so popular.
Where Did It All Start?
If you asked 100 people to name a company that they considered to be minimalistic in their approach to marketing, my guess would be that most people would say Apple. Apple are well-known for their minimalist branding and marketing techniques and there’s certainly no doubt whatsoever that Apple have had a huge impact on the way that a lot of companies choose to market themselves in the modern age.
Essentially, Apple have served as trendsetters for this style of design. Steve Jobs is widely regarded as one of the most visionary business leaders ever and his desire for a clean, minimalistic approach to everything that Apple did helped to build the world’s most valuable company; so it’s easy to see why so many companies are putting their faith in a more minimalistic approach.
Although minimalistic marketing might have been popularized by Apple, they certainly didn’t invent it. In fact, Apple’s own designer (Jonathan Ive) has admitted on numerous occasions that his work has been heavily influenced by Dieter Rams; a German industrial designer associated with early Braun products and essentially, someone who is perceived by many as being the father of minimalistic/functional design. He also created the ten principles of good design.
The Use Of Color In Minimalistic Marketing/Branding
Color plays a vital role in the perception of a brand and/or marketing campaign and usually, minimalistic designs will use no more than three colors.
For example, take a look at the sticker design below. It uses just three colors (black, white and orange) to create a minimal, yet contemporary design that is sure to make an impact.
Source: Discount Banner Printing
Here’s another design (from FedEx) that uses three colors (purple, orange and white) to portray their message in a minimalistic, non-cluttered way.
Further Examples Of Minimalistic Marketing
Here’s a few other examples of clever, minimalistic marketing in action.
Here’s an extremely creative, minimal ad from Jeep that makes clever use of a “venn diagram” style design to show exactly what Jeep’s are all about. Cleverly, the ad says everything it needs to say without a single word being used. Note the use of just three colors once again.
Although not commonly known for their minimalistic advertising campaigns, this ad from PlayDoh makes great use of a minimalistic approach to emphasize the safety of the product. Once again, the ad itself makes use of just three colors (pink, green and blue) although there is the added PlayDoh logo.
Personally, I expect a minimalistic approach to marketing to become more prominent than ever over the next few years, with smaller companies taking on board the same minimalistic approach that the larger companies already are doing.
Minimal marketing helps create a clean, consistent and elegant brand and works well across all mediums, from logos through to stickers through to banner ads.
Bio: Josh loves branding, design and online marketing and currently manages the social media presence for UK based printing company; Discount Banner Printing. He is also involved with various other online projects of his own.