Is it a paradox that designs that appear simple are in fact the most complicated to realise and by association, designs that appear complex are the easiest to produce? Most of us apparently value clarity and legibility, so why do complicated designs even exist? Is it the consumer / specifier pulling complex products or is someone pushing them on to the customer?
We see situations where a simple design sells better, for instance, regard Braun’s iconic ET66 calculator first made in 1987. That’s £30 compared to a more feature-rich offering by Casio which with fully scientific functions costs £6. Nobody could argue that the Casio is unreliable or not fit-for-purpose. So why does one fetch a premium price and the other…doesn’t? Brand value undoubtedly plays a significant part, but before we dismiss this as brand snobbery, consider first how Braun earned their following.