Keep it simple
This is a famous motto and is often relevant and true. In a creative context, it means that simple and effective communication results in maximum impact and ‘cut through’.
Less is more
In our cluttered and busy lives, where everyone and everything is seeking our attention, less really is more.
You pay for what you get
Another often used and ‘too-true’ statement. In our experience this is the case for the majority of services or transactions.