The Simplicity Of An Idea

Design Forum Tasmania is a cultural institution in Launceston that presents the work of artists who work with the beautiful timbers from the island State.

On one of the gallery walls sculptor Peter Costello shares his thoughts on simplicity in art - a thought that applies equally to communication.

"I try and keep my work very simple. Each piece needs to be predicated by one idea only.

If it has two good ideas in the piece it is one good idea too many. It becomes too busy, uncentred so I work entirely on a single idea ... I believe almost any idea will do.

The success of it relies upon how you execute the idea. So in a sense there's almost no such thing as a bad idea."

Likewise the best ideas in marketing and PR are simple and uncomplicated.