The Beauty of Simplicity

Simplicity, if done properly, can be an art form unto itself.

To give you an idea what I’m talking about check out this site for Nesbitt Research. This is an awesome example of simplicity and what’s even more amazing is that Nesbitt is using the Thesis theme.

The reason simplicity works is because of it’s functionality – it’s minimalist nature begs the reader to focus on only what’s vital, as opposed to wandering through a bunch of Flash and images. Nowadays the Web is overrun with visual overload and when it comes to what’s important in the design of web sites content is still king. If you fill your layout with too many distractions then you could very well loose your focal point and any potential customers, too.

While the simple design is elegant in it’s simplicity it is also very hard to conceptualize. Imagine trying to write a message to someone in just 140 characters. Same thing. In the end simplicity is all about communication. Getting your site’s message across by utilizing the minimalistic approach is akin to speaking to your visitors in under 140 characters.

In his article Occam’s Razor: When Simple is Better, Charles Perez stated that, “Albert Einstein stated a principle in 1933 which is often paraphrased as ‘Theories should be as simple as possible, but no simpler.’ Occam’s Razor is a similar principle of logic that can be summed up as ‘All other things being equal, the simplest solution is the best.’ Then there’s the principle more people are probably familiar with—the KISS principle (Keep It Simple, Stupid).”

“Effective web content isn’t about flashy graphics and fancy words. It’s about communicating key messages and getting tasks completed.”

- Rick Sloboda, Web Content: Simple is Better

The reason a site like Nesbitt works is because it follows the KISS rule. There is no clutter, no crud. There’s nothing to distract the visitor’s attention away from their main content, message, and links. You look and see exactly what they want you to see. Talk about SEO!

These days you can see a lot of graphic elements taking up almost the whole page of a site. Big HUGE headers are in and some people have went nuts with this. As a designer I’m all for graphics, providing they are used within reason, of course. My own site might seem somewhat cluttered, but then this is my personal design business and so using graphics is essential to display my work.

To learn how to apply simple web design techniques to your own sites I suggest reading Save the Pixel – The Art of Simple Web Design, by Ben Hunt. As Ben describes it, “Most web sites lose visitors through the same simple errors – like having just too much stuff on the screen, making it harder for your visitors to engage with your brand, and less likely they’ll find what they want.” So true.

So why should you care about simplicity? Well, to be honest, if you’re reading this then you probably have a site of your own or you’re considering one and if your goal is to sell something (whether it be products or your own abilities), then your main objective should be your content not the design. I can produce the prettiest web layout in the world filled with gorgeous graphics and animated banners, but if this detracts from the site’s purpose then it benefits no one.

When I was first starting out on the Web I would draw out my layout ideas on paper and then I could focus on where my content would go and how I would organize the other pages via the navigation. Doing this on paper first I was able to spot areas where the design needed to be simplified and eliminate any overkill. During this beginning stage I would keep reminding myself that my main purpose wasn’t big flashy graphics (even though I wanted LOTS of them, and badly), but to utilize the design in such a way as to form a bridge of communication between me and my visitors.

Thinking of a site layout in this manner is like imagining a conversation between yourself and someone else. What would you say to this person? How would you describe what you are about? What you are selling? You wouldn’t speak to this person from behind a brick wall or from inside a closet. You’d want to speak to them face-to-face.

The same thing applies to your design. Speak to them simply and they will listen.