I passed by this scene on my morning walk and it stopped me dead in my tracks. It reminded me of some writing projects I’ve been given, especially those that have been written by committee, where there’s just too much going on. Clear communication starts with the goal. It assumes the perspective of the reader or the viewer, and focuses on what they will do or take away.
There’s a wonderful book by Steve Krug with the excellent title: Don’t Make Me Think! on making a website usable, rather than just pretty or full of information. Steve promotes simplicity — one action (or goal) per page.
Know in advance what you want your reader to do and help them get there.
It’s really that simple.