Simplicity at the center of everything
As diverse as humans are, we share a common trait that is rooted in our brains. This trait is revealed as an innate desire to simplify the complexity of the world around us. This is called the “principle of simplicity”. With the exponentially growing complexity of our world, it is more important than ever to understand the effect of the principle of simplicity and the opportunity it offers to our industry as a whole.
The principle of simplicity states that when our minds are presented with two options, one compex and one simple, we choose outcomes that we perceive as as simple as possible. This desire for simplicity not only governs our brain, it also has an impact on our vision. The fact that humans prefer simple models to more complex models has been proven in a series of fascinating research studies that have used artists and designers to prove this point. It might seem obvious if we just look at the exponential increase in the use of emojis and memes.
On the complexity side of the ledger, one only needs to read the latest industry headlines to see the struggle to make sense of the ever-expanding social media platforms, VOD, AR, AI. , machine learning, the growing influence of big data, programmatic, technology, customer experience and changing customer behaviors and expectations. Growing globalization is also making the world itself more interconnected and more complicated. It’s this fundamental paradox that we all face: The faster and more complicated the world becomes, the more the hardwiring of the human brain means we struggle to keep up.
This is why, more than ever, the role of agencies, design firms – our entire sector – is to help bring together empowered teams that have the potential to translate the complex into the simple. To make sense of the paradox between the wiring of our brain and the world around us. Over the past 20 years, Huge has long positioned itself at the intersection of this paradox, aligning our approach to serving our partner clients by understanding how increasing complexity provides a unique opportunity to forge deeper connections between their consumers. and their brands. Sometimes these connections can be as simple as a print ad or more robust, including an app, site, experience, movie, physical product, or new value proposition. However, it’s not just a matter of tactics; it’s about the emotional connections that all of these experiences create when we put people at the center of every solution. And at the center of the human is the ability of history to make sense of the growing complexity of the world around us.
The power of history as a tool for making sense of complexity arose out of a story’s ability to help humans create patterns, connections, and meaning from a complex world. Ironically, however complex the world has become, the basic structure of a story has not changed. Each story has a beginning, a middle and an end, a hero and a villain, and is based on one of the seven recognized plots. It is exactly the simplicity of the story’s structure that gives it the ability to translate the complexity of the world around us into something we can all understand: emotions. Because when we create emotion, we are able to connect more deeply on the most human level of all.
In an increasingly confrontational world, the ultimate opportunity for agencies of the future is to bond with people in the simplest way possible – with a smile, a laugh, a tear. After all, complexity leaves little room for connection. Through an emotional connection to something bigger, something more meaningful, brands can have disproportionate impact, overcoming budgets, time and other resources that become increasingly strained.