From Complex to Simple
Effective communication is defined as:
"... a method of relaying information that gets a point across. An example of effective communication is when the audience ... actively absorbs your point and understands it." Does that sound simple enough? It is, if you follow STB's 'simple' rules for the design of engaging communications.
1. Keep it simple
Considering the average person has an attention span of just 8 seconds, simple and effective communications design is incredibly important. So it’s our job to create snappy, clear and engaging communications, whatever the audience, or subject matter.
2. Keep the audience in mind
We always consider design from the perspective of the audience and their level of understanding. What’s right for one audience might not be for another.
3. Focus on the benefit
Experts writing technical information for other experts is fine, but their jargon only makes it even more complicated for most other audiences. By focusing on the key benefits of any proposition, we are able to present engaging narratives, appropriately for each target market.
4. Mix it up
Some people find complexity reassuring, but most don't; it's our job to strike a balance between inspiration and information. Creative Inspiration to excite the executive decision-makers, coupled with detailed specifications and information for those experts who need it.
5. Tell a good story!
Storytelling adds structure and interest to communications and helps guide the audience through information. The use of great storytelling can really help with engaging and inspiring employees, especially when you use real world examples.
There you have it. Of course, every brief and every communications challenge is different, but by making the complex simple and the complicated easy to understand, we produce great results!