Minimalism versus maximalism.
"Design is a universal language. Yet, it often speaks with an accent influenced by culture, history and aesthetics."
Chantal Zhang chantal-dsigner.medium.com
What side are you on?
The eternal clash between minimalism and maximalism finds its echo in the graphic design world. Minimalists praise the elegance of simplicity, asserting that less is more when conveying messages. Whereas maximalists argue that elaborate design captures attention better and can explore a brand’s personality more effectively.
Either Marie Kondo, a professional organiser promoting a minimalism-inspired approach to declutter your house where you only keep items that speak to your heart. Or the Japanese contemporary artist, Yayoi Kusama, who is one of the art world's most recognisable figures (with her red wig and clothes printed with her own art).
Simplicity can be powerful
as long as you don’t copy, paste, repeat
In a quest to strip out elements to disrupt a fixture, design can become devoid of any emotional experience and move into bland branding becoming part of a cloned design wallpaper. All perfectly lovely, yet all feel perfectly identical.
But simplicity can be powerful. Understanding your brand and consumer shifts can create a notable design that is simple and streamlined, creating an impactful and effective brand.
Cleverly simple
CF18 Chocolatier was founded by Christian Fredrik Furuholmen, who used to be a civil engineer. He diverted his life to study at Cordon Bleu in London, to help realise his dream of becoming a chocolatier.
The brand communicates precision, innovation and craft to create a mindful design that connects to the founder and his engineer’s eye for perfection and drama.
The public wanted more
From simple to elaborate. The rebrand was the winning entry of a public competition to design a new logo. The new logo design was informed by its history. Burberry explained that “the new Burberry logo is archive-inspired”.
Got something to say
Pukka teas with its wealth of infusions uses maximalism effectively. Creating packaging that resonates with their vibrant and evocative products.
Colourful illustrations beautifully tessellate around the pack to evoke a sense of aroma and a feeling of wellbeing. Maximalism is the stage that helps tell a brand’s story.
Anarchy in the aisles
With alcohol-free rapidly becoming the ‘real’ new normal, high-quality sparkling fermented tea brand, Real, disrupted the fixture with its visual intensity, characterised by visual anarchy of its imagery, colour and typography, whilst retaining a refinement of its luxurious high-end offer. Giving the design an edge that demands to be heard.
The redesign created a 700% online sales uplift in 3 months
Bring balance
We can have the best of both, by bringing an order to full-on-ness. Making every element count, each component of a design should build a more informed and unique brand experience for your consumer.
Be joyful with your design but ordered with its placement!