I always say to my clients that the achievement of simplicity isn’t as simple as it looks. In order to achieve simplicity one have to remove all the unnecessary, all the noise, get straight to the point. It requires big knowledge about design theories, fine arts, phycology and symptomatology.
Simplicity is a word that comes up frequently in conversation between my clients and myself. I always quote Jonathan Ive, Apple’s design chief, by saying Simplicity isn’t Simple!
Simplicity is not the absence of clutter, that’s a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That’s not simple. The quest for simplicity has to pervade every part of the process. It really is fundamental.
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