Less is more. One of the most repeated phrases among graphic designers, designers or architects. I bet you’ve heard it a lot of times, right? But how many times have you asked yourself what it really means and what is the best way to apply this concept in graphics?
In this article I want to talk to you about exactly this. About less is more and how simplicity simplicity es necessary in graphic design. Popular wisdom has always taught us that “too much is bad” and that it is better to do little but do it well.
A concept that may seem banal, but which also applies perfectly to the world of graphics. “Less is more” is a bit of a mantra that any creative should repeat when creating content. Simple, clear and effective.
But minimalism is not your strong point? Don’t worry, finding the right balance between idea, concept and final result is not immediate and often you learn on the field, with experience. Ok but… why design in a simple way? And how to do it? And must we always design in this way?
A bit of history
Where does this phrase come from? And why has it become one of the most used phrases by architects, graphic designers, and artists? It is a phrase that is usually attributed to the German architect Ludwig Mies van de Rohe .
Well, of course, he didn’t invent the phrase , obviously, it was a proverbial phrase in use in the Anglo-Saxon world since 1800 (it is even found in a poem by Robert Browning from 1855).
The concept of “less is more” has overturned the ideal of abundance and apparent complexity of a project, defining that in reality the best result is guaranteed when producing an essential design that is suitable for its functions.
It was the motto of the minimalism movement, which overwhelmed every area of Western culture in the post-war period. Examples of minimalism can be found in architecture (Van de Rohe himself), industrial design (especially with Dieter Rams, for Braun), graphic design and advertising (William Bernbach for Volkswagen, for example).
In particular, the graphics were profoundly changed by the so-called “Swiss design” designers such as Joseph Muller-Brockmann, Adrian Frutiger but also Massimo Vignelli.
So minimalism, Less is more, was just a fad? A style of a few decades? No, that stylistic movement changed design forever , creating rules and starting points that we still work with today .
Today, for example, even when designing in a NON-minimalist way, you can’t underestimate the importance of white space and grids.
Why is this still important today?
Simplicity is important, okay. Maybe you’re not discovering anything new with this, I know. But the concept we’re talking about is a little more complicated than it might seem. The same planners and designers who follow this principle affirm that to create a design that is truly less , minimalist, great care is required.
To remove, rather than to add. Which means, precisely, to recognize what the essence of things is and to be able to communicate them in their simplicity.
As a designer, your goal is to convey a specific message through a graphic composition in the simplest way possible. Understand what the core of the idea is so that you can transform it into a simple visual concept.
Reducing a project to its essential components does not mean working less or cutting vital parts of your metaphorical tree , but understanding how to optimize the work in relation to its function. So try to always think with the elements at your disposal, keeping the content as the main focus.
It is also true that a minimalist layout can become challenging, as each single element will tend to take on a specific meaning and value.
Some practical advice
Probably, now that you understand the concept behind Less is more , you are wondering: how to proceed? Where to start? That’s why I decided to give you some tips that you can follow to adapt this concept to your projects.
There is a difference between creating simple things and creating easy things. Something is simple when it works well, in a simple way. While easy, in my view of design, is more a synonym of banal.
So how do we make things simple? How do we apply the concept of “less is more” ?
Use visual balances to generate harmony
Visual balance is essential to create the right hierarchical order and to generate harmony. Always try to use the elements following a very precise scheme, which can best highlight the message that you or your client want to communicate.
This approach is in line with the principles of Gestalt psychology. These principles tell us that the human eye, in certain situations, does not pay attention to the individual elements that make up a design, but rather to the total perception that those elements, together, generate.
Visual balance, it is inextricably linked to that of (visual) harmony. In the layout each element has its own space defined on the basis of the importance attributed to it.
This balance, this visual equilibrium and therefore this harmony can be achieved through symmetrical or asymmetrical solutions.
The elements equally distributed around some reference points help, for example, the navigation of a website, making it intuitive at first glance. This helps the user a lot, who in case of a too complex structure would almost certainly be inclined to abandon the page.
Exploits asymmetries to create dynamism
An asymmetrical design creates a more dynamic and bold layout, arousing greater curiosity in the observer. But how can we keep it simple in this case?
For example, you can connect two opposite sections, one made up of a large block and the second made up of many small blocks useful for balancing the vision. The design in this case does not rotate around a precise axis. The elements of different sizes balance each other.
Another simple trick that I suggest to you to realize the asymmetry is the contrast of an image with a block of text.This tip could be useful to you in many occasions. In fact, you will be able to create accurate content, while conveying information at the same time.
Make use of white spaces
In graphic design, white space is defined as all the background space not occupied by graphic elements. So it may not even be strictly “white”.
But the fact that this space is not occupied by anything does not mean that it should be considered an empty or passive space.
In fact, contrary to what you might think, white is not a void, on the contrary, for the human eye it is a space that makes us “breathe”. It is a moment of concentration towards the content you are looking at.
When used correctly, whitespace (that’s the cool way of saying “white space”) can create a pleasing, elegant, and simple result.
Most importantly, the more empty space – or negative space – the more powerful the object placed within that area will be. White is closely linked to the concept of minimalism and the elimination of unnecessary content .
Its use is in fact a very common aspect for advertising campaigns of brands that want to convey aspects such as harmony, readability and clarity of spaces.
Try to think of the main brands that have made this element their strong point, creating a simple, elegant and clean coordinated image.
Want some examples? Apple, Google, Mercedes, Audi, Nike and Adidas but also Braun and Volkswagen years ago. These are just some of the brands that have exploited the white space within their image, making it a plus.
Don’t clutter up every millimeter of space you have available, don’t be afraid of white space: communicate more than you think. So make sure you give the right value to the elements you use, choosing only the elements that are necessary .
Use only the graphic elements necessary for your project
In a design project, every element must have a sense, a meaning. We often see posters, billboards or flyers around with graphic elements inserted completely randomly and without any real meaning.
How can you avoid this? By asking yourself questions! Like, why did I put that horizontal line? What purpose does it have? Why did I use that font? Does it convey the message the client wants to give in the right way? And this color? What is it for?
Minimalism means using only what you need. Nothing more and nothing less. This way the main message is reinforced, without it getting lost among the flourishes and various decorations.
It is also true that this discourse is not applicable to all brands and that, in some cases, it can even be harmful to the brand identity.
But, is it always necessary to design in a minimalist way?
Short answer: no. I always say: the beauty of graphics, of design is that its rules are not real rules but guidelines . Guidelines that become flexible depending on the use that is made of them.
There are cases where using many colors, many graphic elements or decorations becomes an integral part of the project. A recent case of this type is the communication that was made around the rebrand of the Dropbox logo.
Here, beyond personal tastes and opinions, the choice behind this huge number of colors, illustrations and images is to break the rules and flood the eyes with so many things that, in the end, the brand emerges. What may seem like something wrong, or a contradiction, is sometimes actually useful and effective.