“Simplicity is the ultimate sophistication. ” – Leonardo DaVinci
The most famous scientist who ever lived, and the person responsible for giving the most famous equation of the world: E=mc2, was, yes we all know, Albert Einstein. What made this man so famous and made his theories create the maximum impact was not just his genius in analysing things, but in his ability to explain even the most complicated theories in the simplest manner possible. Even a layman, a non-scientific brain could understand them. One of the simplest explanations of Einstein’s ‘Theory of Relativity’ was given by a young fellow, and this is what he said: “When a man sits with a pretty girl for an hour, it seems like a minute. But let him sit on a hot stove for a minute and it seems longer than an hour.
We live in an “over communicated” society where an avalanche of news, messages, ads, et al, greet us every single day. If you want to stand out, you need to be simple; it’s the best way to beat the clutter.
Ask a creative guy and he will tell you how difficult it is to be simple. Simplicity is an art, and as one of the most famous artists of our times Leonardo Da Vinci said: “Simplicity is the ultimate sophistication.” A great machine is not necessarily the most sophisticated one; it’s rather the one that’s simplest to understand by the person who will use it. The corollary? A great marketing message is the one that’s absolutely clear to the consumers. “Iodex maliye, kaam pe chaliye” is the simplest way to describe a quick-pain relief ointment. “The ultimate driving machine” best describes the pleasure that money could buy!
From Nike’s “Just do it” to McDonald’s “I’m lovin it” to Coca Cola’s “It’s the real thing”, those are simple sentences that have been responsible for creating the magic and making the brand name stick in the mind of the consumers.