Why Simplicity Wins

Today lots of information is fast spreading around and we live in a much connected world than 20 years ago. I am still not sure if my new iPhone makes my life easier or more complex. On average, we get exposed to heaps of data (ads, emails, junk), tools are invented to make information simple for us. A web page 'filter' like Readability is one good example. Readability allows web browsers to install a button on their web browser task bar and it discards away everything that is irrelevant to the main text you are reading. Doing away with ads, web banners, buttons and other links. You pretty much get a simple, black-white text article. You might first find this to be rather boring yet on hindsight, rather refreshing.

Do you crave for such simplicity in your life where it is more straightforward with less frills. Having less is more?

Interestingly, the trend is going the simplicity way. Fresh out of the financial crisis, consumers or tribes banded together and demanded a clearer, more transparent world. Brands are also recognizing this need. Some brands are striving towards being 'simple and transparent'. However, being simple is far more difficult that being complex. Anyone who presents information can attest to this. Having 10 bullet points in a Powerpoint is alot easier than summarizing it to a 6 word sentence and an image that tells the story. Yet the best presenters known today are known for being profoundly insightful yet simple at the same time. How? They painstakingly go through layers of complexity and refining it to make things simple for their audience to understand and spread the message. All these without losing the essence of the message. Here is George Whitesides talking about this topic in TED.

Simplicity wins not because it makes it easier for us to understand but also it allows the message to be digested and communicated quickly to other tribes. If you are struggling with simplicity, start examining simple things first. Look at its simple design and try to 'reverse engineer' why is it done this way? What is the intended purpose and end result? If you can come out with an even simpler solution to achieve the same result, you might be on your way to create something meaningful. Anyone wants to re-invent the ubiquitous PC QWERTY keyboard for a start? How many keys are unknown functionally to you and why is it there?

Be simple and win.

It is what it is. PASTA ALGAR from IKEA Food. Image from IKEA.

Please leave your comments, if any.

What can being plain and simple do for your brand?

You probably know some of them pretty well. Muji, UNIQLO and even some FMCG brands found in supermarket have taken into it. Plain, simple without the thrills and spills of loud and colorful designs. Did our sub-conscious mind just hit the refresh button (F5)? What can we learn from this?

Plain can be a platform for promoting consumer self expression!

In my previous blog, I wrote about consumer these days wanting to self express. Having a plain brand fits here. Consumers are able to mix and match their own style to create their own. Consumers are self branding with no brands. Their combination is only limited by their creativity. Are you allowing your customers enough room to create? Probably you did. Do drop some hints, Asians customers need bigger nudges on creativity. This has again given opportunity for SKIN companies who are pimping up your 'plain looking' laptops and mobile phones. DELL has recently gotten into skin designs too.

Simple is the new LOUD
Lets imagine this scenario. Say you are scanning your eyes through the supermarket shelves trying to pick up your pack of BBQ Pringles for your stay home movie tonight. You are busy hunting for it. With Pringles trademark design, you probably can find it with an eye close if not for the clutter of other chips fighting for your attention with their fanciful packaging. While your eye sweeps, you chance upon a plain packaging that stood out from the rest. Minimal graphics, lots of white space, simple and plain colors. A 'relief from the shelve 'fireworks'. You may not pick it up and buy it but it may have successfully 'eye park' you for extra 2 seconds as compared to other brands just because it is plain and different. Kettle Chips is one good example of applying this principle. Even their packaging material feels different and premium. Nudie from Oz is another good example.  Plain to them means simple, fresh and higher prices.

With these principles in mind, doing less visually might just be doing more for your brand. Other sensory dimensions of the brand might need to compensate for this. Kettle Chips did so with its packaging material and premium pricing. Bottom line, your customers still need to get the intent about your brand, if not plain can mean plainly stupid.  Differentiation might not be as hard as it seems. Consult your brand consultant for some insights and ideas. It might be not as complicated as you think. Think different.