Not Confusing

"Not dirty" isn't the same as clean. 

Just like how "not light" doesn't suggest dark (or heavy). 

When marketing to the masses, it's tempting to move toward specificities. We hope to create messages that are familiar and easily identifiable. 

When we do this, though, we risk muddying the message for everyone else outside that circle. 

Make it relevant and relatable, but start by working on making everything "Not confusing" first. 

Then, calibrate from there.