Normally when we opt for a minimalist design, we do so because we know it will lower the cognitive load of the user, making the interface easier to interact with (see Principle 11). Or it’s for aesthetic purposes. Or to convey a certain feeling or emotion. But sometimes we keep an interface simple because it needs to be designed and built in as lit

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any digital place evokes certain feelings, emotions, mood cold? warm? corporate? homely? serious? silly? all of it? none of it? and all these things are extremely subtle and each idea can be executed in a myriad of ways and it's this emotional part that differentiates them