Field note
Make the message clear before making it clever.
Memorable communication starts by respecting the time and attention of the person receiving it.
Write the plain version first
Start with the simplest honest statement of what you mean. Once the meaning is stable, tone and visual character can make it distinctive without making it obscure.
Let style serve meaning
Good creative decisions add emphasis, rhythm, and recognition. They should not make the audience work to uncover the point.