When journeying home yesterday afternoon, I chanced upon this VW poster on the underground.
I think it is beautifully constructed. It shows how simple copy can be: how information can be cut out and not alter meaning. Although this example is sneaky though, because all ‘unnecessary’ information is included.
Importantly it gets the message across that LESS is MORE. Especially with an established brand, if customers are excited about a product they will go and find the information themselves. If you have to spoon feed customers- and shove information down their necks- you have to ask yourself were they really that interested in the first place. I believe a bit of intrigue is good.
If you tell customers VW’s BlueMotion saves you money they’ll yell out how, they’ll ask each other, spreading the word as they do. A simple inclusion of a web address or phone number will point them to where further information is available. (Or a one line summary in smaller print for those not comfortable that customers will follow lead).