SIMPLE DESIGN IS ACTUALLY COMPLEX

“For writers and other creative artists, knowing what not to do is a major component of taste.”

– William Zinsser

A good graphic designer knows how to carefully construct a meaningful, simple design. Of course, there are cases where a message calls for a hectic design. However, even in those circumstances, each element was chosen for a reason.

Throughout schooling and working, I am constantly asked about each design choice I make. A simple shape or color option needs to have meaning and relate to the message I am trying to communicate.

WHY CONSUMERS NEED SIMPLICITY

Consumers prioritize simplicity in every aspect of their lives. The brain automatically looks for content with a lighter cognitive load, the mental effort required to understand something. In a world where we are constantly viewing content, a simple design gives your brain a break (Okie). When a design or interface is easy to understand, our brains release a small amount of dopamine, which creates a positive association with the messenger (Okie).

A simple design not only lightens cognitive load but also alleviates decision fatigue. If a consumer is overwhelmed by options, they might stop engaging with your content out of frustration (Handy). A designer’s goal is to create a seamless user experience. A simplistic design evokes clarity and a sense of calm in users and keeps their attention on your content (Handy).

HOW SIMPLICITY IS USED IN DESIGN

“Simplicity isn’t about removing things. It’s about removing confusion.”

– Okie

Simplicity does not mean boring. Simple design means clean, concise, and intentional. Every design choice is important.

Frere’s article on the subject outlines four ways to ensure your designs are impactful.

Limit Color and Fonts: Create designs with a consistent palette and limit to only two typefaces.
Embrace White Space: Let your designs breathe so the brain can rest.
Prioritize Functionality: If an element does not serve a purpose in your design, get rid of it.
Focus on Clarity: Create designs that do not require explanations to communicate a message.

SIMPLICITY IS HARD

“Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple.”

– Steve Jobs

Graphic designers use visuals to communicate a message. Each color, shape, line, and font tells a story. The hardest part of designing well is figuring out how to make the message as clear as possible with the fewest graphic elements. It requires more attention and thinking on the designer’s part than just slapping all the information on a site or poster and hoping the consumer figures it out.

This hard work is rewarded in the long run. Not only is your content more effective at communicating with consumers, but when the user experience is smooth, and their cognitive load is lower, they will return for more. Clarity also improves brand recognition and significantly impacts your brand’s success (Frere).