To continue along the lines of my previous post on why simplicity makes better design, I thought I’d layout a few of my own principles on creating a simple and minimalist piece.

1. Content is king

I said it before and I’ll say it again: the final goal should dictate form. Before beginning any design, I clearly layout what it is I want to accomplish within the design. With my own portfolio design, for example, I wanted to display my mark above all else to help brand myself and display the work immediately afterward. If your goal is to brand a company, then your first step should be to inform the viewer of what the company is. Think small, think simple, and then grow. There’s no reason to start out by trying to create a great design off the bat, just start with the basics and create a design that works from there.

2. Nothing is everything

This isn’t to say that one should include as little content as possible, but rather eliminate as much content as possible. Include whatever content is necessary then cut what’s necessary down to what’s really necessary, it’s always less than you originally think. Of course, you can start by including as little as possible, but it’s much easier to get to the absolute core of the content by seeing its entirety first.

3. Negative space is your friend

Minimalist design utilizes negative space more than any other style. It’s the driving force behind simplicity. White or blank space will naturally evolve when content is eliminated, but it’s important to know how to effectively use this white space or you’ll be left with an empty, boring design. The lack of content in a design should add to what content is there, not take from it. The whole idea behind this negative space is to put more attention on the content that you deemed absolutely essential to include. By isolating content, you ensure that the viewer’s attention is drawn to it. That’s the beauty of simplicity: less is more.

4. Flow will make or break a design

Because such little content will be present, it’s important to pay special attention to placement of the content. This goes back to my previous point, you must learn to effectively use negative space or you’ll be left with a dull, blank design. Focal points that demand attention because of the immense negative space around them can be used as a leading point into further content. Think small followed by big (or average) or big followed by small, differentiations will lead the flow of the eye. Pay close attention to space in between content; think about repetition, the rule of thirds, and tweaking those things to play with the viewer’s focus. White space will be more powerful than actual substance.

5. Minor details matter more

Like flow, considering that such little information will be included in your design, what information is there had better be perfect. Kerning on your type had better be impeccable, navigation on your site had better be foolproof, alignment of your content had better be pixel perfect, and whatever graphics are included had better look flawless. Any detail that’s off will stand out like a sore thumb. It’s these little things that turn an average design into a great design.