Addition or Subtraction.

Too often, the marketing messages we deploy — whether the words or the design — include a lot of stuff that simply doesn’t need to be there.  Words that take up space but don’t add any impact.  Design elements that don’t make anything more compelling, but take up space.  When you look at your marketing messages, think of this: if it isn’t adding, it’s subtracting.  As renowned designer Dieter Rams once said, the best design is “as little design as possible.”  Same goes for copy.  Less really is more.