The Difference is Design

In an election campaign, most of the money is spent on buying media. Vast sums are channeled into expensive TV spots, print ads, and pay-per-click, along with printing and distributing direct mail, brochures­­, lawn signs, stickers, buttons—and on and on. But if the message doesn’t resonate, all those printing and media dollars are flushed down the drain.

The MOST effective message and the LEAST effective message cost exactly the same to distribute. The difference is design.

This paragraph by Jane Mayer in ‘The New Yorker’ recently caught my attention. Creative, clever, humorous, fun (!) messages and branding demonstrates competence and professionalism. It lifts you above the fray. It takes your message viral. It makes the most of your budget.