The Originality of Design

Minimalism. The very word suggests the utilisation of a minimal amount of elements to produce a simple yet memorable product. In modern times, minimalism is considered less a visual style and more a principle since its interpretation and use varies from one artist to another. Nonetheless, the so-called ‘trend’ of minimalism seems to have taken over various forms of art. From music to interior design to fine art, minimalist ideas have begun dominating lifestyles. Despite such popularity, creating appealing minimalist design is surprisingly challenging. With the limited colour palette and stark requirement of balance, an immense amount of thought goes into every minimalist piece.

Within this immense and progressive sphere exists what many term ‘Complexion Reduction’, a proposition that aims beyond minimal and flat design to greatly simplify and unify user interfaces. For instance, with the release of iOS 10, Apple teased a redesigned Music app. While the redesign received mixed reviews, the redesign was, in fact, a part of a larger movement of Complexion Reduction. Characterised by the usage of bigger and bolder titles, simpler and more universal icons, and the removal of colour, Complexion Reduction is a strategy that has since been adopted by major players of the mobile app industry such as Instagram, Airbnb and Medium. The design of these applications focuses more on the content than on other elements of the interface.

Almost all modern apps comprise black and white icons and white backgrounds, the purpose of which is to allow their content to take prime focus and leave everything else to second place. Accompanying this monochromatic interface is usually a colourful and character-filled app icon which aims to encapsulate the purpose and idea of the brand. Think of the Instagram app icon which moved from a retro camera to the outline of a modern point-and-shoot filled with a gradient of orange, red and yellow—colours that stand out when put against almost any background.

The real debate is whether or not the clean User Interface (UI) is worth the uniformity that stems from a common design concept. If that proposition leaves you wondering why people might argue against a principle that beautifies the apps they use on a daily basis, it is important to understand that while some argue that the new design would allow users to adapt better to new apps, others vouch for the fact that the lack of variation leads to apps losing their identity and character.

Those impressed by the latter believe in distinctive design that has been around for a while and while ensuring clean design is also able to give the app a distinctive personality. The most cited examples being the Netflix, WhatsApp and Spotify apps that while having a minimal UI are able to be identified at first glance. The assertion of the opposition is that as users change apps, they expect a different experience. This is furthered by the belief that an app need not fit in perfectly with its competitors in the sense that a social media app need not look like every other social media app on the App Store.

It is important to realise that there will come a time when this cookie-cutter design of ultra-cleanliness will fade, user expectations will change and demand will be the same, if not more. The concept of Complexion Reduction, while able to beautify and simplify apps, is not perfect primarily because no user wants to see the same principle applied to every facet of his or her life. Nobody wants work-related apps like LinkedIn to provide the exact same user experience as content-sharing platforms like Facebook, Instagram and YouTube. The reason for this is the obvious difference in purpose of these apps. Individuals of the view that visual design should, in fact, be based on the purpose of the app have harshly criticised the uniformity of, for example, the default apps in iOS 12 which all aim at ultra-simplification and use only the core elements of Complexion Reduction.

As a designer, I strongly believe that while the design of apps should be clean, it should also be motivated by the purpose and aim of the company making the app. It makes no sense for an app like Airbnb to look identical to an app like Instagram simply because they exist to serve completely different purposes to completely different audiences. The uniformity of apps across the board will only be detrimental as it will eventually lead to the disappearance of original design in modern times. That is, until the next fad surfaces that will make app makers scratch their heads, trying to figure out their next major ‘redesign’ that would make their apps look fresh off the production line.

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Written by Raghav Kapur

Edited by Nandini Nalam