Life is complex, but brand design shouldn’t be.

     

  • Communication (of any kind) is easier to understand when it is simple.
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  • By keeping design simple, we ensure that an audience doesn’t get distracted from the message that we want to get across.
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  • Perhaps because of the clarity of communication, people often think ‘simple’ designs are better looking than than complicated designs. For instance Google found that ‘people think that more complex websites are not as beautiful as less complex websites’.
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  • Simple design doesn’t mean the design or brand behind it is simple. Simple can denote a depth of understanding, a stripping back of the unessential, a focus on what really matters.
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  • “Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.” Steve Jobs
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  • The brain (yours and mine), just prefers easy things to think about. Psychologists call it cognitive fluency and it affects the way we make decisions and interact with the world.
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  • “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” Antoine de Saint-Exupery
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  • Our (ever so lazy) brain prefers simple things to look at precisely because they are less complex. It likes the easy option.
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  • Its a mental shortcut that allows us to see through a complex world. Complexity needs time to weigh up, simple doesn’t, so in a dangerous world our cave man brains will more often than not choose the simple option because it’s safer, quicker and evolution says so.
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  • “KISS: keep it simple, stupid!” US Navy Designers
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  • The more complicated a design is, the more work eyes have to do to convey that information. This extra strain leads to an earlier shut off, and research suggests, lower information recall.
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  • “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity”. Charles Mingus
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  • Simple design doesn’t impose on the user, instead giving more space for them to impose their own desires and values, allowing a greater sense of communication between brand and audience.
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  • “Good design is as little design as possible – Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials. Back to purity, back to simplicity.” Dieter Rams