Simplicity rules – the ongoing animosity between Microsoft and Apple

Some people with much time on their hands have created this superbly funny video on YouTube.

The Video: Microsoft Re-designs the iPod Packaging.

If we ignore the obvious jibe at Microsoft for always wanting to complicate matters and to try to ‘show-all’ to potential customers, we will be able to pick out a deeper underlying marketing message from that video. First, there are a few presumptions made:

1. iPod advertising campaigns are cool.
2. Microsoft advertising campaigns aren’t cool.
3. iPod advertising campaigns work.
4. Microsoft advertising campaigns don’t work.

Microsoft seems to have been inflicted with the kiasu syndrome. “Got space, use lor!” – in the attempt to squeeze every ounce of space out of that $50,000 ad space. But one’s gotta realize, space can be good. The simple message that we should take away from viewing the video is that: Simplicity rocks, whereas clutter doesn’t.

Simplicity forces the reader to focus on a single object by leaving nowhere else for the line of sight to go to. And thereafter, that single object must be expertly chosen to bring out one, and only one, characteristic of the item being advertised. As all marketing people should know, targeting is one of the keys to success in marketing – and this not only goes when choosing a market, but also applies equally well in design and marketing.

That shot where the live singer was caressing the mike with a blackish and concertish background was transformed into a man laughing (and obviously enjoying himself) while listening to the iPod, ain’t that bad. But, to me, that shot of that live singer conveyed much more pertinent characteristics than the one of the man. Compare the audience’s reaction: live music = wow, the iPod brings music right to me; man enjoying his iPod = so what? that ain’t me.

There you go. Recreate the situations where the user will feel her/his emotions surge – and dollars will ping your way (not as easy as I write it, but you get my point).

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