Chapter 5 — full chapter
5.4.1 Matching format and depth to the message
Short-form content can make circular information accessible, but not every message can be communicated responsibly in a slogan, image or short video. The format should reflect the complexity of the information and the decision or action expected from the audience.
Care tips, repair reminders, take-back instructions and simple service updates may work as stand-alone social content. Product features and qualified claims often require a caption, product page, or FAQ. Process explanations, impact data and methodological information normally require deeper supporting material, such as traceability information, reports, certification details or technical notes.
Content strategy should therefore create levels of information rather than force all communication into a single format. A campaign film may generate interest, a carousel may explain the key message, a product page may define its scope, and a report may provide the underlying methodology.
Visual simplicity is not the same as informational simplification. A message can be clear and attractive while still directing audiences towards the context needed to interpret it correctly.
Figure 5.11. Matching Content Depth to Message Complexity. Content formats should provide an appropriate level of explanation and create a visible path towards deeper supporting information when the message cannot responsibly stand alone.