Programming
In general, in advertising communication — or any situation involving communication — we often feel a strong urge to express ourselves. We believe that the more we explain, the clearer things will become. Especially while someone else is speaking, we tend to prepare our own response in our minds and end up barely listening. On top of that, we often use carefully selected words that might put the other person in a difficult position...
So, what should communication etiquette look like?
Listen → Understand → Interpret → Speak.
As simple as this rule may seem, our character or other factors can make it difficult to follow.
In word-of-mouth conversations, there is a high chance that the meaning conveyed by the first person is different from what the last person understands. This stems from the diversity of human emotions and perceptions.
What does visual communication look like today?
Today, social media plays the biggest role. Most of the communication is text-based. So where does today’s individual look most frequently for mass communication?
- Facebook (which has over a billion users)
- Online news portals
- Newspapers/Magazines
- Books
- Television
- Radio
Whether it's new technologies or previously less-used media channels, the more alternatives humanity is offered, the more communication itself seems to weaken.
Both our observations and psychological insights show that the less verbal the communication, the more effective it can be. Based on that, in advertising and marketing communication, it's important to come up with creative solutions that convey more with less.
