The Ultimate Sophistication

We all know simple when we see it, touch it, or use it.  It gets to the core of what things truly are with little effort; a breath of fresh air in a sea of complexity.  The complexities we encounter everyday force us to limit our visual consumption, to dismiss, discard and ignore things we don’t instantly connect with.

Details vs. The Message

Simplicity is no just about having less, but doing more with less. As we apply the principles of simplicity, usability, functionality, and minimalism to print design, we’ve quickly learned that simplicity is difficult to achieve.

Simplicity isn’t just a visual style. It’s not just minimalism or the absence of clutter. It involves digging through the depth of complexity. To be truly simple, you have to go really deep.… You have to deeply understand the essence of a product in order to be able to get rid of the parts that are not essential.

—Jony Ive

We find ourselves having this conversation on a daily basis with our clients, convincing others that we are too often caught up in the details and forgetting the message the marketing materials are intended communicate.  Our experience has shown that effective design is not about how many details you can cram in an ad piece, it is about the impression and message you leave those who see it.