The expressions "Keep it simple, stupid (KISS)", "Kill your darlings" and "Less is more" all pinpoint the fact that simplicity is important.

Simplicity lasts. Simplicity is necessary in order to properly convey any idea.

Let’s put it straight – simplicity is more complex than you probably think it is. To design a web-site in user-friendly tones, presenting all information and removing unnecessary details isn’t easy. In fact, many designers don’t manage to find the right mix between details and their presentation on the screen, which usually results in an information overkill and/or decreased usability. However, some designers do manage to find the right balance and create usable, elegant and clean web-sites with simple layouts.

Content is King, Consistency is Queen

When performing an oral presentation, it is said that the message is composed of 60% body language, 10% speech and 30% tone of voice.

If this were to be at least partially true for web design, we could say that on the web, a message is composed of 60% design, 10% actual content and 30% writing style.

I believe that content is king. It always will be. But—evidently—an excellently written text easily disappears if placed in an improperly designed environment, and excels when appearing in a well-designed context.

Consistency helps to create simplicity. In an environment where nothing is constant, interface consistency is of the essence. I'm all for innovative interfaces. But when pressing an arrow that points downwards, most people expect an element (e.g. a text block) to move down, not up.

The best designs are simple, because they contain no unnecessary elements... and contain the necessary elements in a way that seems logical.