Less Is More: The Courage of Simplicity

When working with clients, one name almost always comes up as a favorite brand: Apple.

Why is that?

It isn’t because of how much Apple says or shows. It’s because of how little they need to. Clean design, white space, restrained copy—it all works together to create clarity and confidence.

And yet, in both design and copywriting, there’s often a fear of “not enough.” A fear that if we don’t fill the space, whether with more words, more visuals, or more features, our work won’t feel serious, won’t have gravitas.

But here’s the truth: less is factually more.

In writing, the book Smart Brevity says it best: “Short is not shallow.” Brevity is about stripping away clutter so the core message shines through. That’s not a loss, it’s a gain in impact.

The Experts Agree: Less Really Is More

Evidence for this shows up everywhere once you look for it.
• Apple packaging proves it. Studies in UX show that clutter increases cognitive load. By focusing on a single image or a single phrase, Apple reduces friction and creates instant clarity.
• IKEA instructions succeed globally because they leave out long manuals and rely on clean, picture-based steps. Simplicity makes them universal.
• Hick’s Law in psychology tells us that the more options people face, the longer they take to decide. Fewer choices, clearer outcomes.
• Dieter Rams, legendary designer, captured it best: “Good design is as little design as possible.”

White Space Isn’t Empty

In design, white space isn’t wasted space. It’s what directs the eye, sets a rhythm, and makes the important things feel important. As John Maeda once said: “Simplicity is about subtracting the obvious and adding the meaningful.”

The real art lies in making things look and feel simple. It’s harder than adding more. It requires discipline, editing, and restraint. But the payoff is unmistakable: your audience sees clearly, feels more deeply, and remembers longer.