1 + 1 = 0

Humans are sensitive creatures when it comes to paying attention. In design, illustration, and especially advertising, the now hackneyed-sounding guideline “Less is more” applies. After twenty years of experience, I can agree with this, too, when conveying messages to the viewer fast and immediately.

Let’s take my Mindshot-series as an example. I don’t refer to the minimalistic, black-white-red drawing style, which is just an inevitable reflex to the attempt to visualize complex content in a concentrated way. It’s about the message.

After hundreds of illustrations and thousands of ideas and attempts, at some point, I was able to realize: the illustration collapses as soon as it is overloaded with information. So the challenge is removing as much information as possible while it still works. Like a chef who is preparing the poisonous blowfish, this sometimes requires meticulous dissection.

We see the principle every day in advertising. Effective advertising conveys one main piece of information.

A car ad cannot unfold all the benefits of the vehicle on an A4 page or in a 10-second commercial. It cannot show to the same extent how fast, environmentally friendly, safe, economical, exclusive, status-enhancing, and beautiful the car is.

Well-done advertising distills the product’s advantage and conveys it unambiguously. Otherwise, our brain pulls the handbrake on too much information and turns its attention to something else.