Less is More, on the design side

Less is More, on the design side

Optimising with renewed gusto


More than just a trend,  minimalism is a style. It requires keeping the indispensable, with the brand capital for recognition.

The person to formulate the first slogan of minimalism, “Less is More”, was Mies van der Rohe.

This philosophy applies to designing with simplicity and with restraint for three reasons:

  • for functional enhancement
  • to symbolise the moment
  • to embrace the truth

The minimalist approach embraces a search for truth, a desire to hide nothing and an ethical underpinning.



Valuing Function


Minimalism glorifies a product’s function. Like an emblem supported by myths and fantasies.

By emphasizing the cognitive immediacy through packaging and its usage, the very idea of ​​the superficial disappears.

But the exercise can be perilous as clarity and precision are required when peripheral support is lacking. This has the potential to create great confusion and associate the brand with incompetence.

Capturing the Moment

Mehmet Gozetlik reinterprets well-known brands with a quasi-religious creative approach. The objective is less to simplify the brand’s assets, but to enhance them: to create an icon; to establish an unmistakable recognition.

But beware ! Icons are rare and the first brands to try , are capitalising on a small and valuable iconography making them hyper-efficient.



Embrace the Truth


To embrace the truth is to reduce the packaging to its absolute basics.  It entails embracing a transparent moral value which surpasses all marketing speeches.

Without sacrificing recognition, you can work the container to ensure the brand assets integrate the shape and its message.

Finally, make the obvious tactile, by summing up the user experience with the elegant beauty of extremely simple gestures.

But beware, simplicity is not simplistic. Our way of consuming requires a minimum of information. Too much simplicity would communicate a lack of sensitivity to loyal fans of the brand.




Packaging is artificial by its very nature

However, it remains necessary. Contrary to what is often thought, packaging is not a product of the industrial age. It emerged from the dawn of mankind and is a characteristic of our status as an intelligent species.

It must be redesigned to meet the demands of our times, an aversion to unbridled excess.

The minimalist movement is a complete and respectful way of approaching this challenge. It confirms the hope for a type of consumption that is more essential, healthier and moral.

Far from the crazy refinement of frenetic human activity, it refocuses our energies on our main occupation: living our lives fully!


Vincent VIARD, Structural Design Manager


On the brand side, what’s going on? Check out Kim Hartmann’s article here : Less is More, Brands side


Interested in these type of projects? Please note that the agency has a structural design department that can assist you in the creation and design of connected innovations.

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