As a design agency we spend a lot of time, as you’d expect, talking about design. When we meet new clients or when we’re out and about at events in Newcastle, we regularly end up chatting about our love of minimal design. More often than not we’re explaining how minimal design can help brands communicate more effectively.
The phrase ‘less is more’ is quite often used when talking about minimal design. We far prefer the phrase ‘less but better’. Dieter Rams explains this approach far better than we ever could in his Ten Principles of Good Design.
Of course design is subjective and there’s no right answer, but this post will hopefully explain a little more about why this is the way we work at TAC.
The average person won’t spend a lot of time interacting with a piece of design. There’s usually a very short time in which to capture their attention. On the web studies have shown that 55% of visitors to a website will spend fewer than 15 seconds on it.
On over-designed, unnecessarily complex websites the likelihood that someone is going to be able to find the information they’re looking for in this timeframe is pretty small.
“Less, but better – because it concentrates on the essential aspects, and the products are not burdened with non-essentials” – Dieter Rams
It’s seems like an obvious thing to say, but form should always follow function. For us, designing in any other way is totally missing this point. Of course things should look beautiful but they should also work beautifully.
Whether online or in print, design should inspire action. If the key messages aren’t clear then how can it?
Why Minimal Design is the Solution
Our belief is that every element should add value. There should be nothing unnecessary and everything that is there should serve a purpose.
“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
Approaching a design challenge this way helps to focus attention on the key messages. Minimal design eliminates distractions and helps to make important content clear.
Of course a stripped back aesthetic means that the elements that are included need to create impact. We always aim to get the balance right – why not judge for yourself.
Want to Know More?
If you’d like to know more about minimal design or find out how the way we work could help your brand, why not get in touch with us? We’re always more than happy to talk about design.