There are 5 principles that guide our
use of positioning lines, slogans, tag lines and the like.
1. It must serve a purpose.
Both to the sender and receiver of the message. There must
be a reason for the reader to remember it. It must serve a
purpose to the viewer.
2. It should be terse and memorable with
some drama (imagination) to it.
It should create a visual image, be simple, and to the point.
3. It must be original, not like any other.
We can never confuse the viewer.
4. It must have longevity of use.
The line should have more than a one-year life to it.
5. It must be used consistently, preferably in conjunction
with the logo.
Keep the visual and written elements together.
If one of these principles is violated,
then it fails as a positioning line. A final thought, a general
principle that we try to use in all communications art and
copy is, if it works as well without "it," then
leave "it" off. Artists do this all the time - delete
graphic elements to keep the message clear and direct. Editors
are constantly cutting copy to get the fat out. In the final
analysis, if the positioning line cannot withstand this final
test, then walk away from it. Walk quickly.