MINIMALIST ADVERTISING DESIGN: REFLECTING THE ESSENCE WITH “LESS”

Abstract

Minimalism is a movement that underlines a simple aesthetic understanding of form by drawing attention
to the fact that the object is only an object. Being clear and using a simple language for this purpose is the
essence of minimalist design. The influence of minimalism, both as a way of thinking and an artistic style,
is seen in many areas. Advertising, which is one of these areas, needs aestheticized language in the design
process in order to activate the perception of the audience and create an effect. The introduction of form
as an aesthetic function in advertising pushes the advertising designer to use artistic styles. At this point,
the minimalist movement, which has turned into a visual instrument for the advertiser, creates a modest
language by challenging an ornate and indirect expression in the advertisement. Minimalist advertising,
in which the narrative is based on a simple understanding of form, conveys the essence of the message.
The aim of the present study is to consider the minimalist design concept in print advertisements on an
aesthetic plane and to evaluate the minimalist design elements related to the advertising language in this
context. In this study, descriptive method is used in the analysis of advertisements, and selected advertisements were examined through the typology of the characteristic of minimalism