Keep it simple stupid
If I had a dollar for every time I have heard this statement in the halls and corridors in the advertising agencies I have been in all over the world, I could retire, easily, today. It is a statement you start hearing at university/college and it never seems to lose momentum at all. It is possibly the most guiding principle of advertising. Consumers do not have time to figure out a complicated story line or concept that is so deep you would need a submarine to understand it.