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The Art of Minimalism


Minimalism is about keeping design under control and removing superfluous design elements and leaving the essentials, allowing the consumer to be enticed by the important information and left wanting more. This is a trend that has evolved and becomes more prominent in each industry as time goes on.

There are many components to explore when it comes to designing minimalist product, service or brand:



The visual aesthetic of a product or service is the most immediately striking element between the consumer and brand. Minimalist designs require a thorough and thoughtful design process, using as few elements as possible in order to achieve maximum effect. It is essential that detail is the leading factor when deciding on what is to be included in the visual aesthetic. In order to achieve the ideal minimalist design, there has to be a basic design that focuses on balance, colour scheme and typography, to allow a brand to be labelled as minimal. Visually, minimalism works, as it removes the unnecessary detail that gets added during the design stage. The aim of a visual product is to attract the user, however, minimal designs tend to gain customer loyalty more quickly as the consumer can recall and reconcile the product or service quicker.



Consumers desire connections, to achieve a connection through a product or service –  the visual branding of a product or service must be a design that the consumer is looking for. Minimalism is a design style that evokes luxury and quality whilst emphasising function.  When designed and done correctly, minimal designs emphasise the brand and products core elements, such as the functions, type and overall design. As of the digital age and being able to access a wide range of data in milliseconds – consumers gain gratification by having an emotional reaction or when they are left guessing by the design of a product or service. provoking these actions in a consumer makes a brand more memorable, resulting in gaining consumers and profit.



Minimal design enables a brand to remain consistent. Logos, typography and colours should remain the same as a brand develops, as well as their tone of voice and marketing output. In doing so, brands can achieve a stronger brand presence and be known for a product or service style that consumers expect and grow to desire. A key example would be Apple; minimalism is their brand strategy. From their products to their designs across services and marketing – minimalism is a style they have maintained and consequently achieved success from. Customers want the latest products from Apple –  consumers have trust in the previous product and trust that the newest will be easy to use with enhanced features and have a minimal design that focuses on function.


When minimalism is done well it achieves great success, so here are some final factors to consider:


Less is always more

Only use the essential components for what you are trying to communicate to the consumer when designing and marketing your brand. Reduce unnecessary clutter that doesn’t aid the product or service function.


Space and colour

Don’t be afraid to use colour and space. Colours should be chosen to complement each other, whilst space should be used effectively and generously.



The minimalist design aim is for a product or service to be communicated effectively, therefore typography should be a core factor in the design process. Readability and legibility should be the key focus.


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