I.A.-Round 1

The Laws Of Simplicity

1 & 2

The first law claimed by Maeda is the law to reduce. With the problem being how to properly balance how complex an object can be with how simple it appears or functions. Maeda introduces the idea of shrink, hide & embody (SHE) as a way to regulate this in our complex demanding marketplace. Shrinking is described as a way to lower expectations and instill pity towards an object. Hiding is shown as a way to get rid of complexity until it is needed. Embody is Maeda's way of saying that an object so great designed too simple may lose its sense of value. This is the counterbalancing factor between shrinking and hiding. Law two is organize because organization is an easy way to make a complex system seem more simple. His method to organization is broken down into sorting, labeling, integrating & prioritizing (SLIP). Grouping and blurring the lines between individual elements is a powerful tool to make a system appear more simple.

3 & 4

In the third law we go over the use of time in technology and design. Maeda makes the argument that saving time equals simplicity, where as waiting for things adds to complexity. A good example discussed was the development of barcodes as a design to save time and simplify things for retailers. Also, the emerging of progress bars in technology as a more deceptive way of making users feel like they are saving time. He talks about the trade off between a shorter wait time & making the wait more tolerable. In the fourth law of learn it is said that repetition helps us simplify our understandings of what we learn. He talks about his relationship between relate, translate, surprise as a mechanism to help someone understand or identify themselves with a product or idea.

5 & 6

The fifth law of differences points out that without complexity, there would be no understanding of simplicity. With our market becoming more and more complex, a simpler product is more apt to stand out amongst the mass amount of bright, eye catching, overly designed products. The chapter goes on to discuss this principle beyond the ideas of just business or design. A lot like the fifth law, law six context goes over the role of white space, stating "nothing is something too," because when there is less, we appreciate everything much more. A good example was the idea of a colorful plate of sushi in a simple white room. He then relates the relationship of being lost or found with complexity and simplicity. This explains the concept of a product that may be new and unfamiliar but familiar enough to understand and use easily.

- Shawn's reading responses