Have you ever noticed that the best solutions to problems seem so obvious once conceived that you wonder why someone didn’t think of them before? The observation that simple ideas are usually the best ideas dates back to medieval times.
William of Occam was a 16th century monk who is often said to be responsible for formulating a principle of philosophy known as Occam’s Razor. Simply interpreted, Occam’s Razor states that “entities should not be multiplied without necessities.” A more modern interpretation of this principle is known as the Law of Parsimony. This law holds that “…the simplest explanation of an event or observation is the preferred explanation.”
As applied to design thinking, it is used as a test to see if a solution has the “least number of entities…” or might have the simplest of explanations. A perfect example of this is the classic elevator pitch. If an entrepreneur can clearly and simply state a business concept in one sentence with very few words—the pitch will have more impact.
In design, a solution that is simple and powerful is known as an “elegant solution.”
A typographic design, such as a logo or masthead for a publication, should communicate a primary message in the most visually simple way. The design below was created by Herb Lubalin studios for Families magazine many years ago. But the simple communication of the design is timeless.
In advertising design, a concept that uses few words and simple imagery is the best way to communicate a powerful sales message. Once again, the timelessness of the ad below, created in 1959 by advertising legend Bill Bernbach shows how a simple, powerful concept is never dated.
In all problem solving, arriving at the most elegant solution is a matter of reducing the “entities” or explanations to least amount necessary. For example, if a user interface has five buttons, could the same functionality be achieved with four or even three? Can a short story that is currently 1000 words be reduced to 500 and have the same impact?
One famous example attributed to Ernest Hemingway is a piece of flash fiction that is only six words long. The powerful story reads “For sale: baby shoes. Never worn.”
The next time you or your team comes up with a solution, apply Occam’s Razor to see if you can improve it. Take a razor to your ideas to trim the unnecessary parts to make the idea more elegant. Ask yourself, could the same solution be simplified to be more effective?
Dusty Crocker, PhD, is Professor of Professional Design Practice at Texas Christian University.