simplicity is the ultimate sophistication

A concept I have come across repeatedly when it comes to building superior products is simplicity - from the infamous Google search page to Apple products like iMac and iPhone. It is usually very tempting to try and build something that can satisfy all consumer needs in one go. While, this might seem like something that a rational person would opt for and would therefore be most beneficial for the business, the human mind doesn't necessarily work that way. The mind inherently prefers creatively crafted simplicity i.e. from simple design to simple interfaces due to the minimal cognitive load it brings along.

The art of simplifying however ironically involves a lot of sophistication. It involves making intelligent and difficult tradeoffs between multiple options or functionalities, based on both data and intuition, to deliver the most optimal experience to the user. The end result is a product that has a lot of intangible value and somehow deeply connects with non-rational or emotional side of the brain, creating a lasting and loyal relationship with the consumer, than a product that appeals to the rational side of the consumer’s mind alone.