Advertisers love it when they can pinpoint the exact tactic that gets people to buy, subscribe, or donate. But the simple fact is that a person needs several points of contact, many of them subliminal (and not traceable), before a new advertising message hits their consciousness.
When your product or organization is saddled with a less-than-ideal name, you’re starting out with an unnecessary disadvantage.
Have you ever seen a full-page ad that had just one sentence in the center of an otherwise blank page? Have you ever not read it? The more benefits we tout, the less people read them – and even fewer people absorb them.
Which logo do you think took longer to create? Which one cost more?
Simple is not easy. Simple is time-consuming, laborious, and often painful. And it's especially difficult if you happen to find yourself on a logo design committee where everyone has an idea they want included.
