Less is more, unless it’s less more or less

Tim Rich’s observations over the minimalist approach of a large proportion of the design industry was refreshing, informed and spot on (Private View, DW 3 May).

Exposing the imitators is as simple as the execution method in question appears: simply ask “Less of what, is more of what?”.

If the answer is nothing more than a thinly veiled “Less content is more space” – which is extremely likely – then leave the room immediately.

I too, love the simplicity and the minimalist approaches that have presented themselves throughout design of the 20th century and in much of today’s work, but I love more the smile I conjure up when I note the relevance of its use, when I “get it”.

Daniel Bonner

Creative director

AKQA

daniel.bonner@akqa.com

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