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International journal of multidisciplinarity in business and science, Vol. 9 No. 14, 2023.

Original scientific paper

https://doi.org/10.56321/ijmbs.9.14.5

RESEARCH ON ATTITUDES TOWARD MINIMALISTIC DESIGN IN MARKETING COMMUNICATIONS

Mario Fraculj orcid id orcid.org/0000-0001-9875-5708 ; Algebra University College, Zagreb, Croatia
Lucian Lekaj orcid id orcid.org/0000-0002-1816-9547 ; lordan.kondic@algebra.hr
Lordan Kondić orcid id orcid.org/0009-0002-9934-5238 ; lordan.kondic@algebra.hr

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Abstract

The marketing industry has been grappling with the challenge of declining attention spans and disengagement among individuals towards marketing messages they come across for an extended period. Marketers find it increasingly hard to reach, effectively communicate with, and convert their audiences. A possible way out of this situation can be minimalism. Minimalism in marketing is based on the “less is more” approach, focusing on a smaller number of visual elements and/or short wording constructions. This study examined overall attitudes toward minimalism, including its influence on buying decisions and the relationship between minimalistic design elements and liking of marketing communication. It was found that all age groups have a positive attitude toward minimalism and applying its principles in shopping behaviour. However, millennials rated it better than Gen Z and Gen X. Respondents were asked to judge three different variations of product packages, outdoor ads, logos, posters, and web homepages with different levels of minimalistic design, using a five-point liking scale. Marketing communication with minimalistic elements was preferred over the non-minimalistic one, but it
cannot be concluded that younger populations like it more. Minimalism will influence higher liking of all different marketing communication means, and it should be used more in the future across different target groups, considering age. The issue can be to have a clear understanding of what customers perceive as minimalistic elements.

Keywords

minimalism; marketing strategies; marketing communication; branding; aspect and significance of minimalistic marketing

Hrčak ID:

307465

URI

https://hrcak.srce.hr/307465

Publication date:

1.7.2023.

Article data in other languages: croatian

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