Join the dots…
Sep 29th, 2006 by Simon
This is something that Rich Silverstein coined and Harold Sogard frequently uses (both of them being from Goodby Silverstein) to describe how good communications work… and the conversation we had in a meeting this morning reminded me of it. I thought I’d steal it as my first post that has anything to do with brands/etc… (plagiarise as you mean to go on, I say!)
The point being that in order to actually engage people, you need to give them something to do. You can’t spell everything out to them because they’ll just get bored. They’re not stupid and you’d be daft to treat them like idiots. So, you give them an image, but you’re asking them to ‘join the dots.’
The art comes in getting the spacing right… Too close and there’s no challenge because you can already see the picture. Too far apart and you don’t know what to join together.
Unlike this one that I took from a site for children, ads don’t come with numbers attached to each dot!