By Heather Qin
Minimalistic lifestyles often evoke images of black, white, and neutral-colored objects, environmentally-friendly choices, and practices that serve as a bulwark against overconsumption and materialism. While it can be appealing from a marketing standpoint, research shows that while minimalistic marketing strategies can pay off, they may also come with unseen drawbacks.
Minimalism and Materialism
Minimalism can mean different things to different people—it can be a concept, trend, philosophy, or lifestyle. In some contexts, it is considered as an aesthetic viewpoint [1], while other research argues that it is a “unique and novel construct” in itself [2]. Indian researchers conducted a study viewing minimalism as a new form of consumption rather than a strictly anti-consumerist practice, acknowledging that it appeals to a new group of consumers who care about sustainability [3]. On the other hand, studies have shown that materialism is often linked with a lack of concern for the environment, while people who adapt minimalism tend to consider ethical consumption when making purchases (ie. cruelty-free, responsibly sourced) [4].
Minimalism can be an effective marketing strategy to capture consumer interest, especially as attention spans decline—the reduction in visual clutter can make advertisements easier to process while improving brand recognition and memorability, as well as emphasizing function. One study conducted by researchers in Zagreb, Croatia, showed each respondent three variants of advertisements and promotional materials with varying degrees of minimalism and found that all generations displayed positive attitudes toward minimalist designs [5]. In addition, the aforementioned study conducted by Indian researchers identified a positive relationship between minimalism and wellbeing among millennials [3]. Minimalism is not only a potential marketing strategy, but a pattern of consumption that is environmentally and socially conscious, helps declutter consumers’ lives, curb irresponsible spending habits, improve mindfulness and gratitude, optimize space, and increase autonomy. As a result, consumers can then carve out excess time, money, and freedom to pursue other activities.
However, minimalism can also backfire: a 2019 study published by French researchers in the Journal of Marketing Research found that more ‘minimalist’ logos can actually be less effective than descriptive ones, with the key difference being that descriptive logos depict the company’s products while ‘minimalist’ ones did not (ie. the “M” McDonalds logo does not suggest that it is a fast food company). The study concluded that descriptive logos (ie. Pizza Hut, Starbucks, Lufthansa, Spotify) can create a stronger sense of brand authenticity because they are easier to understand, in turn fostering a positive impression of brand equity and leading to favorable impressions and larger profits. Minimalist logos (ie. Target, Delta, Verizon) are often seen as less authentic and effective because do not convey what the product or company does—however, researchers found that this did not affect already well-known and familiar brands (ie. we know what Target sells, so we are less reliant on the logo to establish a connection with the brand) [6]. Thus, minimalistic marketing approaches can differ based on the company—while bigger brands might be unaffected, it is imperative that startups and small businesses that are less familiar to the public convey what they do with their branding. (business insider)
Another potential risk of minimalistic designs lies in higher expectations it creates for consumers. Researchers at the University of Oregon found that consumers like products that are easy to use and understand. When brands market themselves as simple or minimalistic, it creates the impression that their products or services are less likely to malfunction—so when something does go wrong (regardless of if it is an issue with the product itself; it could be related to shipping or other minor flaws), consumers end up becoming more upset and less likely to recommend the product than they otherwise would be. Hence, when considering minimalistic marketing designs, companies, especially those less familiar to the market, are doing so at a risk [7].
As brands and companies embrace minimalistic designs and advertisements, it is important that they both consider the risks and do so with a purpose—to distinguish themselves from the performative and ‘trendy’ minimalism often seen on social media and focus on not only a decrease in consumption but the values that minimalism emphasizes: ethics and social responsibility.
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