There’s a funny thing that happens when we have a lot to communicate.
We communicate more.
Makes sense, right?
There’s an event coming up, so we need to tell people about it.
There’s an important deadline, so we need to remind them.
There’s an update they need to know.
There’s something happening next month that we should probably mention now.
And while we’re at it, let’s make sure they know about that other thing too.
Individually, every one of those decisions makes perfect sense.
Put them all together, though, and sometimes the message we most want people to hear gets buried underneath everything else we’re trying to say.
More Information Doesn’t Always Create More Understanding
When we care about something, our instinct is often to give people more information.
We explain.
We add details.
We answer questions they haven’t asked yet.
We include another call to action just in case.
But our audience isn’t necessarily giving our communication the same amount of attention we’re giving it while creating it.
They’re checking an email between meetings.
Scrolling while waiting in line.
Glancing at a flyer as they walk past.
Opening a newsletter while thinking about three other things.
That doesn’t mean they don’t care.
It means they’re busy too.
And that’s why clarity matters.
What Do They Need to Know Right Now?
This is one of my favorite questions to ask when communication starts getting crowded.
Not:
What do we want to tell them?
But:
What do they need to know right now?
Those aren’t always the same thing.
You may have five important things happening.
That doesn’t mean all five need equal attention in the same communication.
One might need to be the headline.
Another might need a reminder next week.
Another could live on the website for people who want more information.
And one might simply need to wait.
Prioritizing information doesn’t make the other information less important.
It makes the communication more useful.
Give Important Messages Room to Work
Think about walking into a room where ten people are talking to you at once.
You probably wouldn’t understand any of them very well.
Communication can work the same way.
When every headline is large, nothing feels large.
When every sentence is bold, nothing feels especially important.
When every announcement is urgent, people stop knowing what actually requires their attention.
Sometimes the best thing we can give an important message is simply a little room around it.
Clarity Goes Beyond Design
It’s easy to think Brand Clarity means choosing the right colors, fonts, or logo.
Those things matter.
But clarity starts much earlier than that.
It’s knowing:
Who are we?
Who are we talking to?
What do we want them to understand?
What do we want them to do next?
When those answers are clear, the design becomes easier.
The caption becomes easier.
The newsletter becomes easier.
Even deciding what not to communicate becomes easier.
Before You Add One More Thing…
Fall has a way of filling communication calendars quickly.
Events return.
Programs ramp up.
Fundraising begins.
Holiday planning isn’t far behind.
There will be plenty to say.
Before adding one more message, announcement, graphic, or call to action, take a second and ask:
What matters most right now?
Then give that message enough room to be understood.
Because good communication isn’t measured by how much information we can fit in.
It’s measured by how clearly people understand what we’re trying to say.