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The Benefits of Simple Website Design

Date: 12/01/2023

Stuart Watkins

Introduction: The KISS principle, an acronym for “Keep it simple, stupid!”, is a design principle that the U.S. Navy noted in 1960. This principle states that most systems work best if they are kept simple and that unnecessary complexity should be avoided. The concept of simplicity in website design is backed up by research, including a Google study that found simple website designs are often rated as the most beautiful by users:

  • Users will judge websites as beautiful or not within 1/50th to 1/20th of a second.
  • “Visually complex” websites are consistently rated as less beautiful than their simpler counterparts.

Cognitive Fluency:

The human brain prefers to think about things that are easy to process. A website that is simple to navigate and understand will appeal more to users, leading to increased cognitive fluency. Simple website design allows for an effortless user experience that promotes positive engagement with the content.

Visual Information Processing:

The complexity of a website’s design can impact how the brain processes visual information. Simple designs are often more accessible for the brain to process, providing a better user experience. Simple website designs enable users to quickly find what they are looking for, reducing frustration and promoting a positive perception of the brand.

On our website for property specialist Investors in Property, we used qualitative data to strip out only the most important items in the default search.


Websites that follow common design patterns for their industry, known as “written prototypical” sites, are often rated as more beautiful because they are familiar to users. This familiarity leads to improved accessibility, enabling users to understand and engage with the content more effectively.


Every aspect of a website, from layout to colour scheme, communicates subtle information to users. A simple design allows these elements to work together more effectively, creating a cohesive and straightforward user experience. A simple website design ensures that the message is conveyed clearly and effectively, promoting positive engagement with the brand.

Working Memory:

The human brain has a limited capacity for processing information at any given time. It is crucial to keep the number of elements on a website to a minimum to avoid overwhelming users. Simple website designs enable users to focus on the content, reducing the chance of information overload and promoting positive engagement with the brand.


You can create a visually appealing and user-friendly experience by focusing on simplicity in website design. The KISS principle ensures that the website design is easy to navigate and understand, promoting positive engagement with the content and leading to increased conversions. Keep it simple and see the benefits for yourself!

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