ripe to pick

Another bumper crop year

And brand new fields to hoe with Finn Partners.
Our focus on creating and marketing fresh brands with clients remains at the core of what Greenfield Belser does. Inside this year’s annual review, you’ll find our picks for brand makeovers, extensions and campaigns that drive growth.

See More

Brand Thinking
Bleeding edge thinking on branding and marketing


Great Communications Want Clarity, Brevity and Great Design

By Burkey Belser
October 16, 2014
Great Communications Want Clarity, Brevity and Great Design

Research uncovered by Marketing Sherpa, proves readers are still annoyed by typos. However, what I find interesting across generations is that clarity trumps all else among consumers. Is this a surprise? Well, not when you read marketing materials from law firms, accounting firms and other consultants. Most of the time, clarity has not even entered the author's mind.

A close second, among those over 55, is the ability to reply and interact with the author. Sounds more like a Millennial demand to me, but there it is. Boomers want to talk back. Not to be ignored is in demand from pretty much everyone, except the Silent Generation.

Your bottom line? You can ignore it, walk away from it, talk around it or turn to the wall and sulk, but you should probably listen up: clear, well-designed communications are pretty much all anyone wants. Anything else is just clutter, a crumpled basketball for the round file.