All designers say simplicity is important, but what does it really mean to make something simple? Most of the time we think it means less, that by removing stuff we achieve simplicity. We think by keeping content above the fold we’re helping people focus, or by using bullets instead of paragraphs more people will read it, or by cutting text in half it becomes more clear. But simple doesn’t mean “less”. A better definition would be “just enough”.

Oops, I may have oversimplified there…

In some cases designs actually need more of something to become simple. So a better definition of simple is “just enough for comprehension and the ability to pursue and complete our goals”. Instead of hiding or cutting stuff away, here is how we can achieve more meaningful simplicity in our designs:

• Have a single core idea (not several ideas, or a partial idea)
• Improve clarity over time (don’t overwhelm with inappropriate details)
• Use consistency (avoid using unnecessarily unique interfaces and messages)

Have a Single Core Idea

Attention and interest are the first things you need to develop to get someone to take any kind of action. The best way to grab attention and build interest is to present a single core idea, fully fledged. This allows the user to make a binary decision about it: “Am I interested or not?”. Introducing a feature in a way that people can instantly map it to a desired outcome will help them prioritize and be confident about their next step. The need to present a single core idea is true from the big picture all the way down to each of the smallest features.

“Nothing says Send Message, like the words ‘Send Message’.” – Des Treynor @destraynor

This is an example of a small feature being extremely clear to an outcome. The copy here could have been “Go” or “Submit Now” or just “Send”. None of these are as clear or binary as “Send Message”, which in two words allows people to confidently agree or disagree with it. As you move into more complex features being binary gets exponentially harder, but the goal should remain the same: lead people with a core idea that properly sets their expectations. If we fail to do this, the perception of complexity will grow.

A single core idea is:

• Binary – simple enough that there are only two sides to it…allowing people to assess their agreement or not.
• Stated in plain language – be as clear and obvious about the problem or opportunity as possible.
• Repeated constantly – every interface should reiterate the appropriate problem or opportunity where appropriate.
• Tied to an outcome – the end goal of each problem or opportunity should always be visible.

Improve Clarity Over Time Leer más “WHAT DOES IT MEAN TO BE SIMPLE?”