Keep It Simple, Stupid: Rock and Roll All Night (and Refine Every Day)

This Week:

Simplicity’s Origin Story: The KISS Principle  

Who hasn’t endured a mind-numbing meeting and thought, this could have been an email? Over-complication isn’t just tedious—it’s the nemesis of efficiency. Enter the KISS principle: “Keep It Simple, Stupid,” a mantra credited to Kelly Johnson, an engineer at Lockheed Martin’s Skunk Works division in the 1960s.

KISS emerged as a guiding principle for military aircraft design, where simplicity wasn’t just a matter of aesthetics; it was a matter of survival. Johnson famously handed a team of engineers a set of basic tools and challenged them to design a jet that could be repaired in the field by an average mechanic under combat conditions. The underlying philosophy? Complexity leads to errors; simplicity saves lives.

Though its origins lie in engineering, KISS transcended its military roots to become a universal principle. It’s been embraced in software design, marketing, education, and, of course, visual communication. Its appeal lies in its clarity: simplicity is not a lack of sophistication but a refined distillation of necessity. As Charles Eames famously said, "The details are not the details. They make the design." It’s a sentiment that embodies the importance of clarity and simplicity amidst complexity. 

Simplicity in Action: Why Less is Always More

Let’s not mince words—complexity kills creativity. Imagine cooking dinner. You wouldn’t throw every spice on the shelf into the pot (unless chaos is the goal). KISS operates on the same principle: every element in a design must serve a purpose. Otherwise, it’s clutter.

Take Universal Principles of Design, where William Lidwell showcases simplicity as the backbone of usability. Whether it’s Hick’s Law (fewer choices mean faster decisions) or the Pareto Principle (20% of input yields 80% of results), KISS underpins the logic of effective design. Like KISS, these concepts value simplicity as a means to enhance comprehension and action. 

The lesson? Complexity might impress on first glance, but simplicity resonates. It’s no wonder that KISS sits comfortably alongside other great design principles, like Occam’s Razor. They all nod to the idea that complexity isn’t a sign of intelligence, but simplicity just might be.

Creativity Through the Lens of KISS: Two Surprising Artists

Art often embraces complexity, but the most impactful creatives understand the power of simplicity.

Lee Krasner, for instance, reshaped Abstract Expressionism with her minimalist collages. Krasner would deconstruct her own works, cutting them into essential elements and reassembling them into something new. It wasn’t just recycling—it was refinement, an exercise in paring back to uncover a deeper truth.

Now consider Haruki Murakami, a literary minimalist. His novels often revolve around simple, unadorned premises—a lost cat, a lonely man’s routine. Yet through this simplicity, Murakami delves into profound emotional and surreal depths. Norwegian Wood, with its straightforward narrative, evokes complex emotions about love, loss, and memory.

What ties Krasner and Murakami together? They prove that simplicity doesn’t dilute complexity; it amplifies it. KISS, at its core, is about clearing the noise to let the essence shine through.  

We Are Cognitive: Applying KISS to Visual Communication 

At We Are Cognitive, we’ve been championing KISS long before we knew it had a name. Simplicity is our North Star, guiding everything from whiteboard animations to rich pictures.

Take our explainer animations. These aren’t just simplified narratives; they’re precision tools for understanding. Every line, every word, and every transition is carefully crafted to focus the viewer’s attention on what matters most. By cutting the fluff, we don’t just inform; we inspire.

Or consider our Rich Pictures. These visual maps could easily devolve into chaos, with ideas sprawling in every direction. Instead, we apply KISS, ensuring every element has a purpose. The result? Clarity. Purpose. Impact.

KISS isn’t just a principle we follow—it’s the reason our work resonates. 

KISS and the Four Pillars: A Perfect Fit 

How does KISS align with our four guiding pillars? Let’s break it down: 

• Inform: Simplicity makes information clear and digestible.

• Develop: Simplicity is the best teacher. When you break down a concept to its essentials, it becomes easier to understand and remember.

• Enable: Clear, simple messaging empowers action. When people grasp the message, they can act with confidence. 

• Animate: Simplicity can be deeply moving. By cutting through the clutter, we reach the heart of what matters, stirring emotions and inspiring change. 

Further Reading: Delving Deeper into Design Simplicity

To dive deeper into the power of simplicity, pick up Universal Principles of Design by William Lidwell, Kritina Holden, and Jill Butler. This essential guide breaks down 125 design principles, from KISS to Gestalt Theory, providing a comprehensive toolkit for anyone looking to improve their craft. 

Lidwell’s insights illuminate how simplicity enhances usability and communication. His work aligns perfectly with KISS, demonstrating that less isn’t just more—it’s better. 

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Final Thoughts: Simplicity as a Superpower 

In an age where complexity often masquerades as sophistication, the KISS principle reminds us that simplicity is the true mark of mastery. Whether you’re designing a product, telling a story, or organising your sock drawer, remember: the simplest solutions are often the most profound.

So, next time you face a tangled mess—whether in design or life—ask yourself: What can I remove? How can I make this simpler? Because simplicity isn’t just a principle; it’s a way of life.