Our brain optimizes for simplicity

Today, we look at the second bias that evolution has hardwired into our brains.

Read the first bias- Automation, here.

Simplicity is easy on the receiver but takes backbreaking work from the creator.

Edward de Bono says,

Simplicity before understanding is simplistic;?Simplicity after understanding is simple.

Before an elegant, simple solution emerges, one must get entangled in too many facts, mull over multiple decision routes, and wade through confusion.

Complexity, in fact, comes from a lack of homework and insecurity. When we try to cram every piece of information into a brochure, PowerPoint slide, or advertisement, it is a sure sign that we have not put in the hard work of understanding the right sweet spot for the receiver.

Nothing more, nothing less should be the mantra.

Brands that simplify perform better

Design consultancy firm Siegel + Gale runs a global simplicity survey. (here)

Their 2018 survey shows:?

• A stock portfolio of the Top 10 global simplest brands outperformed the major indexes by?679%.
• 55% of consumers were willing to pay a premium for simpler experiences
• 64%?of consumers were more likely to recommend a brand that offers simpler experiences

Marketers?design simplicity into their brands by:

1. Simplifying for the senses
2. Simplifying?choices, and
3. Simplifying?friction

Let's take a look at each with examples.

Simplifying for the senses - Apple

The simpler the message, the cleaner the image, and the faster our unconscious brain understands and responds.

Now we know?why?Apple advertising and products?work?so well. They are so simple.

Their advertising, logo, and products are like a cool, soothing drink from an oasis in a gritty, overheated world of brands screaming, 'Buy me!'

The brain takes a pause. Understands everything?in half a blink... and remembers Apple forever.

This?article from Smithsonian Magazine?is a fascinating read. It describes what influenced Steve Jobs' design sensibility—from Zen Buddhism to the lesser-known Eichler homes and the more well-known Calligraphy classes he took at Reed College.

It also discusses how much work it takes?to reach the level of simplicity?that Jonathan Ive and Steve Jobs created.?

Simplifying for the senses -Clinique

Clinique is as simple as Apple.

Its ads are my favourite form of skincare advertising. Just by looking at these images, I feel almost clean, freshly bathed, and fresh.

Somehow, all simple, minimal brands seem more premium and luxurious, don't they??

It's as if they have figured out life and achieved self-actualization. And we are willing to pay a lot more to be a part of that self actualized life.

Simplifying Choices

An?HBR study?found that brands that rank higher on a?Decision Simplicity Index?sell more.?The article says,

"The easier a brand makes the purchase-decision journey, the higher its decision-simplicity score.?Brands that scored in the top quarter in our study were 86% more likely than those in the bottom quarter to be purchased by the consumers considering them. They were 9% more likely to be repurchased and 115% more likely to be recommended to others."??

In his book The Paradox of Choice, psychologist Barry Schwartz argues that too many choices make consumers more dissatisfied and lead to ‘choice paralysis’.

He talks about a study published in 2000. People were 10 times more likely to buy a jar of Jam when the number of varieties on offer was 6, but they were paralyzed into inaction when the variety offered was increased to 24.?

So when it comes to choices, less is more.

Aldi

The retailer Aldi topped Seigel and Gale's simplicity index for four years running and was no.2 in 2018.

It simplifies the shopper experience by demonstrating a high level of empathy for the shopper. The range of offers is limited. The messaging is clear, and the visuals are neat and uncluttered.

Simplifying Friction - One-click checkout

Amazon has patented the one-click checkout, which makes the checkout process frictionless and is worth billions, according to this article.

If you need more proof that the one-click checkout revolutionizes the buyer experience, here it is - in 2000, the Gods of simplicity, Apple, licensed the technology from Amazon and incorporated it into?iTunes, iPhoto and the Apple App Store.?

Simplifying Friction -Subscription Shave

Dollar Shave Club disrupted the razor industry by simplifying both the product and the purchase experience.?

The products are simple. Razors get the job done without overengineering the patents and number of blades. Compare the Dollar Shave Club razor?to Gillette below.

But more importantly, they remove the cognitive load from having to buy shaving supplies through a very affordable subscription model.?

Uncomplicate

Jack Welch was a proponent of simplicity from leaders. He said,

"Real leaders don’t need clutter. But it’s not easy. You can’t believe how hard it is for people to be simple, how much they fear being simple. They worry that if they’re simple, people will think they’re simple-minded. In reality, of course, it’s just the reverse. Clear, tough-minded people are the most simple."

Simplification applied to personal mastery boils down to one word - NO.?

Marie Kondo recommends keeping only those things at home that 'spark joy'. How about we start by Marie Kondo-ing our day and then move on to our lives?

Having the self-knowledge, courage, and clarity to say no to tasks, people, opportunities, and interactions that complicate and clutter is a lifelong quest. Simplification is hard work, but the quest is well worth it.

Thanks for reading.

Sources:

1. Find the 2023 global simplicity survey here: https://www.siegelgale.com/grocery-giants-lidl-and-whole-foods-market-are-two-of-the-worlds-simplest-brands/

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