simplicity

The opportunity lost by increasing the amount of blank space is gained back with enhanced attention on what remains. More white space means that less information is presented. In turn, proportionately more attention shall be paid to that which is made less available. When there is less, we appreciate everything much more.

A simple, clean product doesn't just function; it brings joy too.

One of the most intelligent case studies in design is the Chinese tea cup. They’re made without handles simply because if it’s too hot to touch, it’s too hot to drink.

Humans naturally want to add more. Add a cardboard sleeve, add a warning on the outside of the cup, add a handle. The result of all these things never cools down the actual contents.