Any idiot can make something complicated. It takes smarts, passion and a healthy dose of excruciating pain to make something simple.
But simple ideas are the ones that work the best.
If a person has to figure too many things out to get what you are trying to say, you’ve probably failed. There’s a lot of power in something that people “get” just by looking at it.
A lot of creatives look at their ideas and think “There’s nothing too this. It’s too simple.” Wrong! What you should be saying “This isn’t simple enough!”
Simple does not mean boring. Simple means finding the essence of your idea, the main point that you want to get across, and making everything serve that. If every detail and layer you’ve added to what you’re creating builds on that central idea in a significant way, and in a way that people understand in one second, you’ve succeeded.
Now go subtract something!
