Consumers are bombarded with posts, emails, text messages, and ads every day. How do you make sure your message cuts through the noise? By focusing on clarity.
Clarity in visual design, messaging, and branding isn’t just about looking polished—it’s about making it easy for people to choose you. Let’s focus on two brands that have nailed this: Apple and SkipTheDishes.
When “simple design” is mentioned we all probably think about Apple (the company, not the fruit). Apple’s product pages are clean, their packaging is sleek, and their messaging? Straight to the point.
Need a new phone? Apple doesn’t bombard you with tech jargon; they hit you with simple, powerful phrases like;
That’s it. One line, and you’re intrigued.
Imagine if Apple took a different approach: “Introducing the iPhone 17 Premium Pro Max+. It’s got 6 cameras, 2 can openers, a kickstand, and a battery life of 48 hours when within 5 feet of a Starbucks”. I’m overwhelmed just reading that and feel like running straight to a Samsung store (if those exist).
Now let’s talk Skip (Formerly SkipTheDishes ... see? Even their name got a clarity upgrade). Every adult knows one of the hardest parts of the day is dinner time, Skip makes it easy.
Skip’s new campaign, “Skip to the Good Part” says it all. It’s direct, memorable, and encapsulates their value: delivering exactly what you want, without the hassle.
Their app even mirrors this philosophy. You open it, tap a few buttons, and your sushi is on its way to your door.
Imagine if the user was asked, “Are you sure you want sushi? It’s Whopper Wednesday, Want fries with that?” The result? Frustrated users getting stale cherrios from their cupboard instead.
The truth is, humans are busy and easily distracted (For example, check out this video). When your design and messaging are clean and clear, people stick around. Clarity cuts through the chaos and says, “Hey, we’ve got what you need and we’ll make it easy for you.”
It’s not about stripping things down to boring. It’s about focus. Apple’s messaging simplicity lets their innovation shine. Skip’s straightforward design ensures their service is a breeze. They both are a great example of knowing when enough is enough.
Whether you’re running a national non-profit or a local café, clarity works. Don’t make people guess what you’re offering. Show them, tell them, and let them act without hesitation.
Because in a distracted world, clarity is a cheatcode. And if you’re not investing in it, you might just get skipped over (pun very-much intended).
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