Less is more… KISS

This is a saying that has always been linked to the principles of good design, and at Rooster digital from our Winchester, Hampshire offices we believe in these principles. We see simplicity in all forms of design. Whether it is the simplicity of an iphone, or the clarity of a road sign. Designers are constantly striving to refine their designs, so that only the bare minimum communicates clearly through the finished design.


Digital designers are challenged. The user has so much content available to them through so many different digital media 24hrs a day, that they can instantly access information, through the click of a button. This demand for quick information has driven digital design and challenged designers to think differently about the application of design for web platforms. We take it for granted that a companys website will display their logo and brand colours, but their brand will also be judged on the functionality and ease of use of their website. If a visitor can’t find relevant information quickly and easily, it will have a detrimental affect on the brands image, potentially losing the customer to another brand.

Good design is what you leave out, not what you put in.

Whilst technology and developers abilities to give us more content increase, designers are faced with the challenge of translating this into simple, functional design. It is one thing to make design look pretty, but the true craft of a designer is to simplify information so that you provide the most relevant information fast. When designing a website it is important that the layout communicates simply to the user and that each step has a purpose, in order for them to be engaged by the website. The design of the website may look simple; however the process to get to this final outcome can be lengthy in order to create a balance between the aesthetic and usability of the site.

Our refining process starts with a pen and a blank sheet of paper. We spend a lot of time working out the key design elements and the users experience within the site first, until we are left with a clear vision of how the website will function. This process then leaves us with the most important information to communicate and implement into a clean, simple yet functional design.

Keep it Simple Stupid!