Avoid rewriting the Gettysburg Address.

We had a colleague that used to refer to the practice of stuffing as much information as possible into the tiniest space as “putting the Gettysburg Address on a postage stamp.” While it may be tempting to stick as much information as you can on your business cards, postcards, ads or brochures, as a branding strategy, it just does not work. When you throw too much information at your customers, they have no idea what is important and what is not. Your message gets lost and your design dollars are wasted. Pick one thing to say, and say it – avoid cluttering it with useless information.