1. CREATIVE – CLEAR, FOCUSSED & SIMPLE November 2014

2. KEEP CREATIVE CLEAR The main message should draw the eyes’ attention We can shift our gaze up to 3 times per second. So it’s important the main message is clear the first time someone looks. Source: Mary Potter, professor of brain and cognitive sciences, Massachusetts Institute of Technology, in an interview 20 January 2014. www.oma.org.au info@oma.org.au

3. KEEP CREATIVE FOCUSSED A study of single vs multiple messages showed a 41% increase in recall for single messages. The more messages you include, the less your main message is remembered. Single-minded Creative delivers better recall Source: University of Alberta 1991. www.oma.org.au info@oma.org.au

4. KEEP CREATIVE SIMPLE A study found that campaigns with 7 or less words produced on average 1.5 times the recall of 8 or more words. The core message needs to be simply expressed. If words are used, then less is best. Less is nearly always best Source: Factors Influencing Recall of Outdoor Advertising,1993. www.oma.org.au info@oma.org.au

5. “Simple can be harder than complex: you have to work hard to get your thinking clean, to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” – Steve Jobs