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You've probably heard it before. "Keep it simple","The less is more”Or“Simplicity is the ultimate sophistication”As well as many other similar phrases that suggest that minimalism and stylization have always been strived for in design. We have already mentioned how much even large companies strive to maximize their logos simplifications. It's been a long time Kurt Weidemann said, “A good logo is something you can draw with your big toe in the sand.” and more recently from the company Apple Jony Ive said of the new iPhone, "I should almost get the feeling it's not designed at all."

Why is minimalism in design popular?

Throughout history and design theory, it has been shown that ideas should begin with the belief that everything can and should be made simpler. We can also connect this approach with the industrial revolution from the beginning of the 20th century. As mass production has simplified production processes, so designers, deviating more and more from decoration and decoration, introduced the market into the technological future with a clear and concise design.

According to the Bauhaus (German School of Art from the beginning of the 20th century), decoration is considered pretentious and learning focuses on simplifying shapes and believing that materials should reflect their use.

However, let's return to the present and practical application, ie to simplify the topic itself.

It is assumed that this trend of logo redesign can be associated with online by purchase. By reducing graphic solutions to basic, recognizable parts, the companies wanted to leave the impression that their products are affordable and that you can easily reach them.

Same goes for UX and UI design, they are more and more attractive, simple and clear "flat”Sites, ie mobile applications, which with a reduced number of clicks, accelerated interaction or simplified paths will quickly lead you to the desired" goal "or information about services or products.

Apart from the clear message that such brands are modern and affordable, they are much easier to remember and recognize. That is why this approach is recommended for new companies on the market.

Basically, it is also the answer to the question why design strives for minimalism, ie how brands develop even today, especially since the world in which these brands operate is becoming more complex, and their application is increasingly diverse through social networks, application icons or YouTube.

A clear message should be adhered to and a recognizable brand created with the creative use of graphic elements such as color, typography and simple forms.

Minimalism in design is increasingly being imposed as a rule, ie as an indicator of good taste. The idea of ​​minimalism also signals different values. So you will probably notice that the smaller the design, the more expensive the product it presents.

For example, if you have a sports equipment store that tries to emphasize the diversity of the range, ie to keep as many items of different brands and price range in the window, it will have a much smaller effect on customers than the store of a renowned sports brand that has only one, the latest pair. sneakers.

Psychologically speaking, the void shows that you have the luxury of deciding what to fill or not your space with.

It also gives the impression that you can make a clear distinction between a professional graphic designer and an amateur. Beginners often need to emphasize as much as possible. To prove that they are full of visual information that constantly surrounds them from various media, for them the emptiness is boring and seems unnecessary. On the other hand, professionals are taught from the very beginning to use as little visual information as possible. To use spaces, and even a smaller number of characters in typography, abbreviations, initials, skipped letters…

Minimalism always masks complexity?

In theory and practice, it has been proven that the presentation hides a complicated system just below the surface. People are just used to it. Simply put, the minimal design of the interface, for example, "invites" the user to explore more.

You will notice that you click more on sites that have a simple home page, than on those that offer you all the necessary information at the beginning.

 

What's wrong with minimalism?

Poor application of minimalism can often lead to really boring and "cheap" solutions. If you believed that a minimalist solution means that you will have less work, then you are greatly mistaken.

Such solutions require a lot of work below the surface, which is what ideology itself represents. You need to be accurate, clear and specific in attracting the attention of consumers, otherwise it can happen that your brand goes completely unnoticed no matter how good a product you have.

On the other hand, we have already talked about the fact that minimalism in design is imposed as a rule or a trend. In order to deviate from that, much more is needed than fresh maximalist ones graphic solutions. We would have to deviate from the foundations of design practice.

 

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Made by Sava Spasic - Senior Graphic Designer @Digitizer