Simple seems to be all the rage these days, and why not? "Simplicity is the ultimate sophistication" according to Leonardo DaVinci; but is there such a thing as too simple?
The members of Spinal Tap would argue there is. When presented with the album art for their Smell the Glove album, they weren't convinced simple was superior.
Where to Draw the Line
So where is the line between beautiful simplicity and overly basic? I once heard a comparison between a unicycle and a bike in the context of simplicity. Mechanically, the unicycle is very simple: The crank arms drive the wheel directly, the seat attaches to the fork, and the rider only has to worry about one wheel going flat. However, try to ride that baby up a hill to fetch groceries! A unicycle isn't practical. A bicycle, on the other hand, is capable of so much more. It's worth adding another wheel, a chain, and a set of brakes because those things make the final product much more useful.
What Purpose Does it Serve?
I guess that's what it comes down to then. Usefulness, right? Complexity isn't a problem when it serves a purpose. The cars we drive and the computers we use are very complicated pieces of machinery, but we're OK with it because they serve a purpose. Speaking of cars, let's look at a couple ads from the last Superbowl.
Simplicity in Advertising
This ad from Kia is about as elaborate as ads get. Crazy special effects, explosions, chicks in swimsuits, space ships, etc. But what's the message?
This commercial makes it look like Kia is "The Ultimate Driving Machine". The only problem is, BMW owns that domain. People don't buy a Kia because it can handle anything. They buy a Kia because its affordable and has a good warranty. Incidentally, everyone knows that if you want time travel, a DeLorean is the obvious choice. Low prices and long warranties are Kia's competitive advantage. What would I have done?
They could have shown two guys on their way to Superbowl LV (10 years into the future), in a Kia, reminiscing of Superbowl XLV (current Superbowl) and discussing the great game between the Packers and the Steelers. The punchline could be something like, "although nobody remembers that game and most of the players are retired, my Kia is still under warranty." Any concept that creatively demonstrated how long a 10-year drivetrain warranty really is, would have simplified production.
Take a look at this spot from Volkswagen:
Volkswagen's brand has always been a little quirky and fun; a company known for interesting features. This ad nails it. it shows off the cool auto-start feature of the vehicle without being in-your-face about it. The VW ad isn't any less creative than the Kia ad. In fact, I'd argue developing the strategy for the VW ad required more creativity. However, compared to the Kia ad, it's relatively simple.
Defining Simplicity
Simplicity doesn't mean dumbing it down to the lowest common denominator. It means eliminating all the unnecessary or superfluous elements. It means whittling away anything and everything that will distract from the ultimate purpose. Embellishments and polishing are sometimes added to cover up for a convoluted purpose, but it never works. The best engineers, architects, writers, and designers cannot compensate for unclear direction or purpose. The secret to simplicity begins with a clearly defined purpose. A good idea will look good sketched on a napkin, and can only be improved upon. The trick is not to be so hasty in creation and development, that the concept gets neglected.
Einstein summed it up best when he said "Everything should be made as simple as possible, but not simpler"