The benefits of simple design

From the users’ point of view, simple designs load faster (less waiting), render faster (quicker responsiveness), usually clearer and easier to scan, and easier to navigate. The commercial gains of simple designs: quicker to design, build, and redesign (following client or user feedback), require less server disk space and bandwidth (lower costs), easier to maintain and make work on different platforms and browsers, which all lead to more profit. As well as all the money, all the above leave more time for creative thinking to the designers.

How to design simply

Creating simple designs takes courage, clear vision, and skill. It definitely gets easier with practice. Not as easy as it sounds? How do you practice designing simply?

Remember your goals: Keep your goals (the goals of the site and the users' goals) fresh in your mind by writing them down and repeating them at the beginning of each design session. If you get tired or feel like you've lost touch with the message you wish to project - STOP! Take a break, then come back refreshed and look at your goals again.

Think-then-do: Look first with fresh eyes. Say, "I'm going to...". Then, just do it. Trust yourself completely.

Use Occam's razor: Occam's Razor is an intellectual tool that basically states that, given any two solutions to the same problem, the simpler solution will be the best. This applies to the discipline of web design very well. Applying Occam's Razor to web design will help you find the most elegant and direct solution to your design problems.

• Simple, conventional, recognisable layouts that you know work will be more likely to work for your users than complicated, innovative designs.

• A simple message will be understood better than a complicated one

• Interactions with simple, clear steps and few instructions will be completed by more people than a long, wordy alternative

• Clear, uncluttered, recognisable visual design will reduce cognitive friction, reduce mistakes, and help visitors succeed

In many cases, pursuing design simplicity simply saves time and money. Or rather it finds room in a budget for thinking creatively about the real design problems, which is where you can discover the solutions that deliver true competitive advantage.