Leonardo da Vinci said that simplicity is the ultimate in sophistication. Shakespeare said that brevity is the soul of wit, not to mention the KISS principle formulated by American systems engineer Kelly Johnson, which is an acronym for the phrase “Keep it simple, stupid.” Whether it’s science or literature, engineering or design, simplicity is the key to success. However, it’s incredibly difficult to achieve, and here’s why:
Simplicity does not equal minimalism
When talking about simplicity, people often confuse it with minimalism. But these two concepts – simplicity and minimalism – are not synonymous at all. Minimalism seeks to convey the essence of objects. Its essence is in form: a lot of space, natural colors, simple shapes and lack of decor turn minimalism into an auxiliary tool for achieving simplicity in design.
Simplicity, in turn, means the absence of unnecessary elements. It is like solving a problem and reducing complexity with an emphasis on what is really important. In other words, simplicity in design eliminates everything that interferes with communicating with the audience.
It requires a deep understanding of the target audience
The success of any project rests on three pillars: goal setting, audience understanding, and effective communication. That is, as soon as you receive a technical brief, you need to get to know your target audience. What are their demographics and psychographics? What are their pain points? How can they be addressed? These questions will help you understand the client’s needs, narrow down your design choices, plan your workflow, and ultimately make everything as simple as possible.
For example, you are working on a project that will target women in their 30s and 40s. They live in the city, run in the mornings, have a full-time job, do housework, and spend weekends with their families. From all this, we can conclude that this audience does not have the time or desire to delve into intricate design, metaphors, and complex tricks. They want everything to be simple, clear, and immediate.
Simplification takes time.
American designer and technologist John Maeda, in his book “The Laws of Simplicity,” formulated 10 rules for designers who want to achieve simplicity:
1. Reduce. The easiest way to achieve simplicity is to reduce deliberately. In other words, when in doubt, eliminate.
2. Organization. Turns bulky into compact.
3. Time. Saving time feels like simplicity, and waiting feels like complexity.
4. Learn. Knowledge simplifies life.
5. Differences. Simplicity and complexity go hand in hand. When one prevails, the other stands out effectively.
6. Context What lies on the periphery of simplicity is not always secondary.
7. Emotions. The more emotions, the better, don't be afraid to add an extra ornament or semantic layer.
8. Trust. We believe in simplicity, regardless of the consequences.
9. Failure. Some things cannot be simplified, don't forget - you learn from mistakes.
10. The main rule. The essence of simplicity in design is to remove the obvious and add the meaningful.
Although “simplicity” comes from the word “simple,” you can see that it requires exploration, planning, and effort. Moreover, to understand the psychology of simplicity, you need to spend a lifetime learning, developing empathy, and being open to new things. Simplicity takes time, and John Maeda’s laws are proof of that.
Time is precious.
Every project has a time limit, which is another reason why simplicity in design is not an easy task. The fast pace of modern life forces us to take on several tasks at once: creating, planning, negotiating and learning. To think clearly, you need to manage your time properly, develop stress resistance and the ability to work under pressure.
Why is simplicity worth the effort?
Simplicity is a way to create a lasting impression. As we said, if you have a clear understanding of your target audience, you have every chance of success. Simplicity is not only a matter of visual presentation, but also of perception. It is the art of making the complex simple. It is indeed not easy, but the effort is worth it.
