When less is less

Sure, less is more. But less of what exactly? Surely not less recognizability in the artwork. Or less emotion in the photography. Or less personality in the copy. Less is only more when it means: less clutter. Our brains love stuff that’s easy to process. So much, that we tend to feel happy when something’s straightforward. But only if we choose to pay attention to it at all. Which happens when something is novel, unusual, surprising, interesting. Otherwise, less is just less. The result is creative work that shouts for us to pay attention. But has nothing to say when we do. That’s not keeping it simple. That’s just stupid.