10 LAWS OF

SIMPLICITY
JOHN MAEDA
LAW 1: REDUCE
The simplest way to achieve simplicity is through thoughtful
reduction. Use SHE Principle - Shrink, Hide, Embody.

Shrink - Let small objects exceed our expectations.

Hide - Learn to hide complexity.

Embody - An object needs to be instilled with a

sense of value.
LAW 2: ORGANISE
Controlling complexity through organising things helps to make
them simpler and more manageable - SLIP Principle

Sort - Find natural groupings

Label - Name each group

Integrate - Merge similar groups

Prioritise - Collect highest priority into single set.

LAW 3: TIME
Savings in time is really about reducing time, hence we can use
the SHE principle again.

Shrink - Reduce a five-minute task to a one-

minute task.

Hide - Make things happen in the background.

Embody - A frozen computer is like a frozen clock,

this is exactly why the progress bar was invented.
LAW 4: LEARN
Knowledge makes everything simpler. Use BRAIN principle -

Basics - Assume everyone is a first-timer.

Repeat - Repetition works

Avoid - Don’t create desperation.

Inspire - With examples/case studies

Never - Don’t forget to repeat yourself.

LAW 5: DIFFERENCES
Without the counterpoint of complexity, we could not recognise
simplicity when we see it.

The more complexity there is in the market the more that

something simpler stands out.
LAW 6: CONTEXT
Maeda mentions a lovely piece of advice given to him by a teacher
— ‘become a lightbulb instead of a laserbeam’ — meaning to
discover or question everything instead of focusing on a single
point.

• Create white spaces

• Simple progress bar
• Page numbers
LAW 7: EMOTION
Simplicity can be considered ugly. Your product needs a sense of
human warmth.

‘When emotions are to be considered

above everything else, don’t be afraid to
add more ornament or layers of meaning.’
LAW 8: TRUST
Finding a balance between unintrusive and trustworthy is a
challenge. Trust is undeniably important.

For these factors to work well in a digital age, a level of trust is

necessary.
(I wrote about how to design for trust; on my LinkedIn)
LAW 9: FAILURE
Maeda discusses the idea of ‘return on failure’. If a designer’s
solution fails to clearly communicate, they should look to
understand further what the problem is and then know for next
time to design certain aspects differently.
LAW 10: THE ONE
This Law sums up all the others.

1st Key: Away

More appears less by simply moving it far far away.

2nd Key: Open

Openness simplifies complexity

3rd Key: Power

User Less, Gain More.
What does Simplicity in
Design mean to you?
Tell us below! 👇