What Can B2B Marketers Learn from an Influential Industrial Designer?

What can B2B marketers learn from an influential industrial designer?

You may not know the name Raymond Loewy, but you know his designs: the Lucky Strikes cigarette box, the Greyhound bus and Shell logos.

At the heart of Loewy's designs was the concept of "cleanlining"

Cleanlining is the practice of reducing the look of a product to its essence—without adding any embellishments.

In the 1940s, Loewy began designing for the automobile maker Studebaker.

His 1947 Commander design was a hit with consumers, catapulting Studebaker to fourth in car sales.

In 1953, Studebaker launched the Starliner, Loewy's first revolutionary car design.

Big car manufacturers started producing cars for the highways, but they had worthless suspensions and huge sofa-like front seats.

Loewy wondered: were consumers open to a new design?

He worked on designing a small car with improved gas mileage, a smooth riding feel, minimal chrome and a low-key front grille.

The Starliner became another hit because of Loewy's cleanlining principle.

Cleanlining can help your B2B copy become more memorable, too

How?

By reducing the content to its essence—one word—without embellishing it.

Do you know the one word for this post?

Yup.

Cleanlining. 🙂