The Tsunami Test (or Keeping it Simple)

Sometimes we get caught up in being too clever.

A witty tag line…

… a 3D-rendered image..

… a QR code leading to a cartoon video….

… or one of a hundred other “clever” marketing tricks.

But I was reminded of the power of a simple, understandable image recently  when I traveled down the coast of Oregon.

Wherever we went, we saw these ubiquitous signs. Most of them simply had the image and an arrow – the obvious message

“If you see a tsunami, run this way“!  

[The one shown above was “OK, you should be safe here”]

So the next time you design a banner ad or a tradeshow booth, try the Tsunami Test. Ask yourself “If I had 5 seconds to read this and act, would I know what to do”?