Think Minimal: How Small Design Produces Big Results
August 7, 2018
Introduced during the 60s among painters, sculptures, and musicians “minimalism” broke the traditions of fine art by using simple repetitive geometric patterns and shapes to create a work of art. Decades later in the 21st century, minimalism is trending yet again as people are discovering the benefits of cutting down on clutter and simplifying their daily activities. (In my personal life, minimalism means the difference between carrying around a heavy tool box or just having a good Swiss army knife handy!)
Minimalist living may not be for you, but for any graphic designer, they will admit that minimal design and small details aren’t a trend. They are essential tools that make design a big success.
While it may look streamlined and simple, when it comes to designing a minimalist aesthetic - it’s anything but simple. Minimalism doesn’t automatically mean you’re restricted to a black and white palette. It’s a function-based design, an ultimate purpose for pursuing this style. To master it, designers need, more than ever, to learn the six elements of design: line, shape, value, space, texture, and color.
Why Clarity Trumps Being Clever:
“Leadership is the capacity to translate vision into reality.” - Warren Bennis, American scholar and author
With 84%-94% of general consumers influenced by online research and 93 million Americans searching health-related topics, the quest for clarity is never-ending. A clear vision on your website translates to positive reactions. Designers present the message, purpose, and brand clearly so your fans, clients, and customers will know exactly what and whom they are following. Being clever has its place, but should not be the focal point in the content.
Why Saying Less Says More:
“If you can’t explain it simply, you don’t understand it well enough.” - Albert Einstein
If designers and their teams cannot condense the words to be framed succinctly, they aren’t able to convey the message. “A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing (or in this case, a design) should have no unnecessary lines and a machine no unnecessary parts.” William Strunk, Jr.
How Professional Design is Quality Design:
No matter how personable your voice, tone and overall brand identity is, professionalism in the presentation is integral. Your website and supplemental materials are a direct reflection of your storefront, office, employees and whatever else you’ve established as part of your company. Presenting a clean, professional design every time, just as you would wear a clean shirt is fundamental to business management no matter how conversational your copy.
When you check-out your products at a brick and mortar store, you’re often asked if you’ve found everything desired. But when your visitors stop by your site, regardless if you have an automated chatbot you might not be afforded that opportunity. Your website serves your company on many levels. It’s an elevator pitch. It’s your own Wikipedia page, blog, photo album, and networking hub. But if your potential client or customer can’t find what they need within seconds, yes, seconds, they will leave and approximately 50% of the time won’t return. Is your navigation bar easily accessible? Is your contact information visible? In design, minimal doesn’t mean bare, but it does give you more room to highlight the most important details.
How to Keep Communication Lines Open:
Make it memorable. Make it stick. It there a way your mission statement can be headlined to a sentence that keeps people talking about your company? In conversation and in sales specifically, we are taught to ask open-ended questions to keep the lines of communication flowing. Whether the CTA (call to action) widget is closed-ended or just two syllables, its strategic presence is a necessary component to let your web visitors know you are eager to connect.
Ready to embrace a minimalist online presence? Give us a call to learn how you increase traffic by decreasing clutter.