The Community Of Over 578,000

Home ›› Interface and Navigation Design ›› User Experience— ‘Less is More’ vs ‘More is More’

User Experience— ‘Less is More’ vs ‘More is More’

by Catriona Campbell
Share this post on
Share on twitter
Tweet
Share on linkedin
Share
Share on facebook
Post
Share on reddit
Share
Share on email
Email
Share on print
Print

Save

To optimise UX, we usually go for a minimalist experience. But is there something to be said for a maximalist approach?

Maximalism makes me think more of the Roman Emperor Magnus Maximus than the design term denoting an “aesthetic of excess.” Both share the same etymological roots and, like maximalism, the real Maximus was all about the idea that ‘more is more.’

After Maximus was declared emperor by his British troops in 383, he travelled to Gaul to pursue greater imperial ambitions. There, he usurped the Western Emperor, Gratian, going on to rule Britain, Gaul, Spain, and Africa. But he wanted more, eventually trying to invade Italy in 387. Failure there caused his downfall — less was never going to be enough for the great Maximus.

The same goes for maximalism, the extravagant younger brother of minimalism. Unlike its restrained older sister, which seeks to do away with any elements of design perceived as distracting or excess to requirement (following the ‘less is more’ principle), maximalism wants more — more colour, more patterns, more images, more texture, more videos…more everything. But, unlike Maximus, it doesn’t want too much!

As the 388 defeat of Maximus by Roman emperor Theodosius I shows, the thirst for too much can lead to trouble. Is this also true in terms of user experience design? Or can a subversive ‘more is more’ approach actually help to improve — rather than impair — the user experience?

In UX design, a minimalist User Interface (UI), as expected, will keep design elements to a minimum. This means users have fewer choices, allowing them to make faster decisions and move around a website easily — improving the overall user experience. This is the path most brands choose to head down, and it usually works out just fine for them. Apple and Google have done well in this respect. That said, it might surprise you to learn this isn’t always the right choice for every brand.

Image4

Maximalism also seeks to improve the overall user experience via UI — only through striking design (although that’s not to say simple design can never be striking), which encourages users to continue navigating around a website. A bold solution may better serve some brands, especially if they want their website to stand out in a vast cyberspace of homogenous rivals. Design brands should stand out — personal brands that reflect their maximalist owners should shout, not whisper.

The stylistic choice between minimalism and maximalism depends not just on a brand’s need for distinction, but also their target audience. You might prefer straightforward design — the Ikea-esque nordic simplicity of Google, for example. But your mum might be drawn to something a little fussier — Cath Kidston’s nostalgic floral patterns, perhaps? A cliché for sure, but you get my point.

We see a similar distinction in other creative domains — take writing, for example. In her superb Masterclass, Margaret Atwood argues that most writing falls along a spectrum between two prose styles: plainsong (think Ernest Hemingway) and baroque (think Charles Dickens). Plainsong (like minimalism) is blunt and uncomplicated, while Baroque (like maximalism) is more ornamented, containing lots of adjectives and adverbs, subordinate clauses, and details that pile up. These components of writing are much like the design elements I mentioned earlier — colour, pattern, texture, and so on — and the contrasting prose styles to which their absence or presence give rise will naturally appeal to different people.

Personally, I sway between Dickens and Hemingway, as I do between their design counterparts discussed in this blog. However, for my own website, I plumped for something undemanding. Ultimately, I simply didn’t require anything bolder or fancier to give my visitors what they need. But I’m an individual, not an organisation, so this might not be the case for you.

If you’re thinking about designing a new site, or revisiting the design of an existing one, carefully consider what will work best for your brand and the user experience you aim to craft. If you do happen to go for a maximalist design, great — I’m sure you’ll achieve something special. Just do me one huge favour: don’t go too far like Magnus Maximus.

post authorCatriona Campbell

Catriona Campbell, Client Technology & Innovation Officer for EY's in UK and Ireland and founder of the London-based experience design firm Seren, which was acquired by Ernst & Young in 2015. With a newfound interest in Artificial Intelligence (AI), Catriona now divides her free time between family and working on her debut book, which looks at lessons from history and the fictional futures of sci-fi to develop a “future-back” approach to Artificial Intelligence problem-solving, with the aim of securing a healthy, human-centred relationship with AI. Learn more at her website - https://.catrionacampbell.com/.

Share on twitter
Tweet
Share on linkedin
Share
Share on facebook
Post
Share on reddit
Share
Share on email
Email
Share on print
Print
Ideas In Brief
  • In contrast to minimalism, maximalism in UX is characterised by the use of multiple colours, patterns, images, forms, etc. Its motto is “more is more”.
  • Numerous brands adopt a minimalist approach as they consider that it can simplify users’ navigation.
  • However, maximalist design can also improve overall UX and make a brand stand out among competitors.

Related Articles

Building digital products for the web’s next billion users
  • Connectivity issues are further inflated by accessibility gaps. This, in turn, undermines user experience and creates obstacles for the wider use of digital products.
  • When designing for users, it’s worth considering such issues as poor connectivity, accessibility constraints, levels of technological literacy within different countries and cultural barriers.
  • In order to satisfy the needs of the next 3 billion users, it’s vital to build inclusive and accessible products that will provide solutions to the critical problems the next generation will face.
Share:Building digital products for the web’s next billion users
The Liminal Space Between Meaning and Emotion
  • To innovate well is to search for meaning behind the innovation first. This requires investing time into discovering what users need and think of unique ways to serve them and better solve their problems.
  • Emotions are widely misunderstood in UX design and often manipulation is used to predict user behavior. However, a much better approach to UX design is storyscaping, which aims at empowering users, rather than controlling them.

Read the full article to learn more about liminal space and how to apply this thinking to your design.

Share:The Liminal Space Between Meaning and Emotion

Stop frustrating your users. Invest in notification strategy instead.

The UX of Notifications | How to Master the Art of Interrupting
  • As part of UX, notifications are key to leading the user to a better interaction with the product. Therefore, notification strategy should have a central role in UX design.
  • A good starting point is to create a user’s journey map and identify major pain points. This should serve to understand when and where notifications might be of help, rather than create confusion.
  • It’s a good practice to use a variety of notifications and provide the user with opt-outs so they don’t feel overwhelmed.
Share:The UX of Notifications | How to Master the Art of Interrupting

This website uses cookies to ensure you get the best experience on our website. Check our privacy policy and