noun /ˈgōldˌfiSH/ ˈ/standərd/
:the system by which the value of a design is defined in terms of visual communication, for which a concept could be exchanged.
:the best, most reliable, or most memorable form of design.
The GOLDFISH STANDARD can also be applied to tag lines. A good example of this is the Nike tag line…
JUST DO IT!
Or how about that unforgettable milk campaign…
Here’s a few more…
CAN YOU HEAR ME NOW?
MELTS IN YOUR MOUTH, NOT IN YOUR HANDS!
BETCHA CAN’T EAT JUST ONE?
These phrases are easy to process and will be remembered for a very long time.
Another way of applying THE GOLDFISH STANDARD is through color. Always keep the color scheme to a minimum. Again, making it easy for the viewer to process.