-ISM

S O C I E T Y & C U LT U R E E S S AY

BA Y2 DESIGN

K A Z U M I H A S E GAWA

3 3 3 4 19 7 2

P S YC H O S I M P L I S M

SIMPLE?

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n o d i ff i c u l t y. P l a i n , b a s i c , o r u n c o m p l i c a t e d i n f o r m , n a t u r e or design; without much decoration, or ornamentation.” absence of unnecessary”, “easy going, no stress”, “quiet”, “when you don’t have to worry”, or “beans on toast”.

Some of these definitions might be as same as what it

s a y s o n t h e d i c t i o n a r y b u t t h e r e i s o b v i o u s l y d i ff e r e n c e o n h o w e v e r y o n e d e f i n e “ s i m p l e ” . E v e r y o n e h a s a d i ff e r e n t definition of simple. What does “simple” actually mean?

Tr y i n g t o f i g u r e t h e a c t u a l m e a n i n g o f “ s i m p l e ” w a s a

struggle. Removing the labels on the products to make things plain. Communicating to people in a few words

rather than having a long boring sentences. Untying the shoelace and put it inside the shoe so the lace would not bother you flipping around your foot. Creating a new

religion for simplists so to never worry about complication

a n d d i ff i c u l t y. L i v i n g w i t h s i m p l i s m . A n y t h i n g y o u t h i n k

is simple, is simple. Create more space within a space.

Wa l k w i t h a l o n g e r s t e p t o r e d u c e y o u r f o o t s t e p s . O r g a n i s e

things so to make the whole thing look simple. Use emoji as a language.

ADDING THE MEANINGFUL.”

Some people say it is “the best way to do something”, “the

- JOHN MAEDA

“SIMPLICIT Y IS ABOUT SUBTRACTING THE OBVIOUS

o n t h e d i c t i o n a r y. “ E a s i l y u n d e r s t o o d o r d o n e ; p r e s e n t i n g

AND

The definition of simple is not as simple as what it says

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From

what

these

I

realised

“simple”

is

complication; of

experiments,

made the

complicated

Therefore

simple

was

out

that of

outcome

processes. is

not

so

simple as what we think in our

there

brains. is

a

For

very

example,

organised

desk in front of you. There is

a drawer which has papers, pens,

glues,

scissors,

and

staplers very organised. Until y o u o p e n t h e d r a w e r, t h e d e s k

looks very clean, dull, and

s i m p l e . Yo u m a y t h i n k t h i s i s simple.

H o w e v e r,

when

you

o p e n t h e d r a w e r, y o u w o u l d

notice that these stationeries were organised by someone and put in there by someone.

T h i s “ s o m e o n e ’s ” p r o c e s s o f “organising” is not what we call “simple”. Putting things in

a certain place or in a certain way is not easily understood.

This process is rather more

complicated, and thoroughly considered.

Everything

you transform into plain, or clean, isn’t something we call “simple”. It might look simple, but its process of making it

simple isn’t simple, which is rather more complex.

“Simplicity and complexity

n e e d e a c h o t h e r. “ - John Maeda

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What we wanted to focus was something more direct and

something more understandable. So we thought about the

opposite. The opposite of “simple”. What is the opposite o f t h e “ s i m p l e ” ? I t c o u l d b e s o m e t h i n g l o u d a n d n o i s y, o r

s o m e t h i n g m e s s y, o r s o m e t h i n g v e r y c o m p l i c a t e d . T h e

crowd. A large number of people gathered together in a d i s o r g a n i s e d a n d u n r u l y w a y. W h a t c a n w e d o t o t h e m t o

make our minds simple? Or make our feelings isolated?

Listen to the music with the headphones or earphones in

the crowd. Run away from the crowd. Block your vision and hearing so you wouldn’t need to see them or listen to

them. Find a small empty space in the crowd, take a photo, and crop out the crowd. Does this make us feeling really simple? No. Our experiments in the crowd didn’t find the a n s w e r. I t w a s d e s p i t e c o n f u s i n g .

Why do we want to make things simple? Because we

d o n ’ t l i k e t h i n g s i n a m e s s y n o i s y w a y. W h y d o w e l i k e

simple? Because it gives us a space and makes us calm.

Why simple? Because no one likes complicated things and we like something easily understood so there is no need

t o o v e r u s e o u r b r a i n s . W h o a r e “ w e ” ? We a r e t h e p s y c h o

simplists, who believe there is a rule for not overthinking nor overusing our brains.

Simple is a space. It gives you a space, but it also is a

s p a c e , i n b o t h p s y c h o l o g i c a l a n d p h y s i c a l w a y.

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go

As the experiments on creating our own spaces didn’t much

f u r t h e r,

Unconscious.

we

When

moved

you

do

onto

“unconsciousness”.

something

without

really

thinking. In my opinion, this is a very direct way of

doing something and is very simple. What can we do to make people do something without thinking? With their

u n c o n s c i o u s n e s s ? We c r e a t e d s o m e s i g n s a n d g a m e s t h a t e v e r y o n e w o u l d f o l l o w. “ H i g h F i v e ” t e x t w i t h a h a n d

image on the sign. Allowed people to high five to the sign u n c o n s c i o u s l y. “ R e l e a s e y o u r s t r e s s o n t h e p a p e r ” s i g n

e n a b l e d p e o p l e t o s t r e s s o u t o n t h e p a p e r u n c o n s c i o u s l y.

P u z z l e s m a d e p e o p l e p l a y i t a n d s o r t i t o u t u n c o n s c i o u s l y.

D o e s t h i s r e a l l y h a v e a n a ff e c t t o t h e w o r l d ? N o . B e c a u s e these already exists and nothing unique about it.

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From all these experiments

we realised that there was no

depth on any of them. So then we came back to the usage of the language. As English is

not all of our group members’ mother tongue, we thought we could simplify our language.

Among

members, that

read.

all

all

of

we

us

Whether

our

group

also

don’t

i t ’s

a

noticed really

book,

n e w s p a p e r, o r o n l i n e a r t i c l e ,

we don’t page through and

r e a d i t t i l l t h e e n d . We h a d the

same

reason

why

we

don’t read, and was because

there are too much texts and too much information which

takes some time to take it in

and finish reading it. But, if the text wasn’t that long and

boring, would all of us start to read? And understand these information quicker?

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Language. A way of communicating to other human being. Spoken and written.

This world is full of information. The existing information never gets less.

Which is why we tend to overspeak or overwrite things. But do we really have enough time to write or read all of the things that are in front of us? Life is too

short to write long things. And it may also be too short to read long things (Hall 2 0 1 2 : 1 4 2 ) . Ti m e i s m o n e y a n d w e a r e a l l r u n n i n g l a t e . N o t i m e t o l o s e ( H a l l

2012: 143). Why don’t we make things shorter so they are more digestible and

so get through more information, more quickly? There is too much information on

too many things (Hall 2012: 144). 2000, it was claimed that we might have twice a s m u c h i n f o r m a t i o n c o m i n g a t u s e v e r y 11 0 0 d a y s ( J e n s e n 2 0 0 0 : 2 3 ) . W i t h a l l of the words that we have to read, consume and somehow react to, there is now

a need to skim and scan; to identify keywords quickly and to engage in one-time reading.

What if the language you could speak or write is reduced to certain amount?

F o r e x a m p l e , r e d u c e d t o t h r e e w o r d s ? Wo u l d y o u s t i l l b e i n g a b l e t o c o m m u n i c a t e t o o t h e r p e o p l e ? Wo u l d p e o p l e u n d e r s t a n d y o u f a s t e r a n d m o r e e a s i l y ? W h a t would happen to the culture if there is a limitation to the language?

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We t r i e d t o r e d u c e t h e l a n g u a g e t o

one word. By restricting our spoken language to only one word was rather

m o r e d i ff i c u l t b e c a u s e y o u c o u l d o n l y choose one word and which needed

sometime to consider what word to pick

and then speak. For example, you want to have lunch. And you want your friend to join you. How would you ask your friend in one word? “Lunch?” doesn’t

fully tell your friend that you want to have lunch with your friend, unless you

do some body language pointing your finger between you and your friend while

s a y i n g “ L u n c h ? ” t o h i m / h e r. T h i s m i g h t

work but it would seem rather odd for t h e h u m a n c o m m u n i c a t i o n . We t h e n t r i e d

with speaking in only two words. Again,

t h i s w a s n o t e a s y, b e c a u s e i t s o u n d e d more like an order or an instruction in a

very dominating way instead of sounding as if some kind of “message”. Then finally we tried speaking in three words.

Though it took a few moments to think

of the three words, this was rather more conveyable and understandable.

When we looked at this three words system, there were majority of usage in

adverts, slogans, and political speeches, etc. For example, a big brands such

a s N i k e , C a n o n , P a n a s o n i c , M c D o n a l d ’s , Te s c o , a r e u s i n g t h i s r u l e o f t h r e e i n

their slogans; “Just do it”, “Delighting you always”, “Make it possible”, “I’m lovin’ it”, “Every little helps”. All in three words. Barack Obama also used the rule of

t h r e e i n h i s s p e e c h , t h e f a m o u s , “ Ye s w e c a n ” w a s s p o k e n i n h i s w i n n i n g s p e e c h

and it is now well known around the world. People can easily memorise these phrases because they are all short and have the key benefits to the consumers

o r t h e a u d i e n c e , a n d h a v e t h e p o s i t i v e f e e l i n g s a b o u t t h e b r a n d s . A p p l e ’s “ T h i n k d i ff e r e n t ” i s a l s o w e l l k n o w n d e s p i t e i t s o u n d s p l a i n , M i c r o s o f t ’s “ Yo u r p o t e n t i a l .

Our Passion.” sounds rather too long and forgettable compared to the three w o r d s s l o g a n s s t a t e d . We , t h e p e o p l e , l i v e i n t h e r u l e o f t h r e e u n c o n s c i o u s l y.

“ O m n e Tr i u m P e r f e c t u m ” i s t h e l a t i n p h r a s e m e a n i n g “ E v e r y t h i n g t h a t c o m e s i n t h r e e i s p e r f e c t , o r, e v e r y s e t o f t h r e e i s c o m p l e t e ” , n o t t w o , n o r f o u r.

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focus was on language, I realised that this rule

is also used in photography and art, for the composition. It is also known as Golden Ratio, Fibonacci, or the rule of thirds. This number “three”

seems

quite

important

in

our

world

of simple, according to what I learnt from my

research. Three Little Pigs is an example; the t h r e e p i g s b u i l d t h r e e d i ff e r e n t h o u s e s . T h i s

fairytale has been there for a really long time,

though no one questioned “why three pigs?”.

For another example, people unconsciously say

t h i n g s i n t h r e e ; “ R e a d y, s e t , g o . ” o r “ T h r e e , t w o , one”. Steve Jobs was the most famous person to be known as a big fan of three.

in

“Steve

nearly

Jobs

every

applied

the

Rule

presentation

and

of

three

product

launch. In 2007, Jobs introduced the first i P h o n e a s t h e “ t h i r d ” o f A p p l e ’s r e v o l u t i o n a r y product categories. three

products

..

slowly

Jobs repeated the

until

the

audience

finally figured out he was talking about one device capable of handling all three tasks. In

2 0 11 , J o b s i n t r o d u c e d t h e i P a d 2 a s “ t h i n n e r,

l i g h t e r, a n d f a s t e r ” t h a n t h e o r i g i n a l . T h e three adjectives so accurately described the new device, thousands of blog and newspaper headlines included those three words.”

Carmine Gallo

-

Once you know Steve Jobs was a big fan of

t h r e e , y o u w o u l d n o t i c e t h a t A p p l e ’s a d h e r e n c e to the rule of three is everywhere, from how many models of iPhone and iPad they sell to the design of the logo.

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“THE RULE OF THREE IS ONE OF THE MOST PROFOUND CONCEPTS IN C O M M U N I C AT I O N T H E O RY. I T S I M P LY M E A N S T H AT T H E H U M A N M I N D C A N O N LY H O L D A B O U T T H R E E “ C H U N K S ” O F I N F O R M AT I O N I N S H O R T T E R M ( WO R K I N G ) M E M O RY. ” - C A R M I N E GA L LO

The rule of three is everywhere. Despite our

The number three has a more power

than

the

other

numbers.

Whether

if

i t ’s a v i s u a l t h i n g , s p o k e n , w r i t t e n , o r

psychological thing, “three” is the most e ff e c t i v e n u m b e r. T h i s i s s o m e t h i n g t h a t has been there for a very long time, and i t ’s s t i l l c o n t i n u e d t o p a s s e d o n t o t h e next generation.

“ T H E R U L E O F T H R E E I S PA R T O F O U R J O K E S , I T ’ S PA R T O F O U R S P E E C H E S , I T ’ S PA R T O F O U R M U S I C , I T ’ S PA R T O F O U R P L AY S ( T H R E E A C T S T R U C T U R E ) , I T ’ S A PA R T O F O U R A R T , I T ’ S PA R T O F F I L M - M A K I N G ( T R I L O G I E S ) , I T ’ S PA R T O F L A N G U A G E , A N D I T ’ S PA R T O F H O W W E T H I N K , M A K E S E N S E O F, A N D C LU S T E R I N F O R M AT I O N .” - A DA M S I C I N S K I

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I M AG E S : L I T T L E T H R E E W O R D S - T H R E E M O B I L E ( 2 012 )

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We c a n c h a n g e t h e w a y t h e p u b l i c s i g n s h a v e d e s i g n e d . R e d u c e a l l

t h e s h o w n t e x t s i n t o t h r e e . T h i s w i l l a l l o w u s t o c u t o ff t h e u n n e c e s s a r y

information on the signs. Then it would allow us to read, digest, and m e m o r i s e t h e s i g n s m o r e e a s i l y. T h e f o l l o w i n g a r e s o m e s i m p l e e x a m p l e s of the way in which the public signs could be changed to: Fire door keep shut - Door keep shut Please do not touch this switch emergency testing only - emergency testing only

No parking access in constant use - No parking here I t i s a g a i n s t l a w t o s m o k e i n t h i s s t a t i o n - I t ’s a g a i n s t l a w ( w i t h t h e n o smoking sign)

It is prohibited to drink alcohol or carry open container of alcohol in this station - It is prohibited (with the no drinking sign)

Please show consideration for others and give up this seat when required - Please give up

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All these signs make a lack of communication to people.

In fact the sentence on the sign is too long to pay attention,

the signs have become more isolated and overlooked on the street. There are majority of symbols such as no smoking or no drinking, thus there is no need for the sign to say “it is

against law to smoke here” or “it is prohibited to drink here nor carry around the drinks”. People can easily recognise that it is against law to smoke or to drink there only by

looking at the symbol. In consequence we can change these amount of information shown next to the well known or well recognised signs into three words as this could give more attention and could be more digestible for people to read.

To c o n c l u d e , o u r i s m h a v e l o o k e d a t d i ff e r e n t p o i n t s o f v i e w

within “simple” and that “simple” is not as simple as what we generally think or what we know in our brains. “Simple” gives us more space to breath. “Simple” is to be unconsciously

followed. “Simple”, the opposite of complication. The word “simple” eventually lead us to the point where simplifying

our language into three. Language can be very complicated and confusing when it comes to be not your mother tongue.

English is widely spoken language around the world and

n e e d s t o b e e a s i l y r e a c h e d t o a n y o n e . We s h o u l d n o t m a k e any confusion. Make it simple. Clear out the unnecessaries.

The important things can be spoken or written in three words. No more, nor less. Then anyone around the world

with an absence of study in English would still be able to understand. Make it communicable to anyone. Use the simple

t h r e e w o r d s , n o t i n a l o n g s e n t e n c e . M a k e i t c l e a r. I n s o m e ways, this process of removing the unnecessaries could still be argued that it is still not “simple” but the outcome where

people see the long sentence transformed and shortened

into three words is “simple”. The simplest way to achieve

simplicity is through thoughtful reduction (Maeda 2006). The rule of three is a new way to speak and to think. It is to

e j e c t u n n e c e s s a r y, t o u n d e r s t a n d t h e s i t u a t i o n i n s t a n t l y, a n d

to be unconsciously followed by everyone. By reducing the language into three words definitely has a potential for the

n e w g e n e r a t i o n a n d c a n b e d i s c u s s e d f u r t h e r. L e s s i s m o r e .

Three is perfect.

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H a l t i w a n g e r, J . ( 2 0 1 4 ) , T h e S c i e n c e O f S i m p l i c i t y : W h y S u c c e s s f u l P e o p l e We a r T h e S a m e T h i n g E v e r y D a y, E l i t e D a i l y.

G a l l o , C . ( 2 0 1 2 ) , T h o m a s J e ff e r s o n , S t e v e J o b s and the Rule of three, Forbes.

Gallo, C. (2014), One Simple Rule That Makes Apple Presentations ‘Apple-Esque’, Forbes.

E m e r s o n , Z . ( 2 0 1 3 ) , T h r e e L i t t l e Wo r d s , T h r e e Mobile.

Babauta, L. (2010), On Minimalism, Zen Habits.

M a r t i n e z , J . ( 2 0 1 3 ) , M i n d Yo u r H e a l t h : S i m p l i c i t y

Leads to a More Mentally Healthy Life, Psychology and History Articles.

I s a a c s o n , W. ( 2 0 11 ) , S t e v e J o b s , L i t t l e B r o w n Book Group.

Dulgan, A. (2009), How to use the Rule of three in your speeches, Six Minutes.

Sicinski, A. (unknown), Rule of Three: Thinking Vi s u a l l y i n T h r e e , Vi s u a l T h i n k i n g M a g i c .

C a r r, N . ( 2 0 1 0 ) , T h e S h a l l o w s : H o w t h e I n t e r n e t Is

Changing

the

Wa y

We

Think,

R e m e m b e r, L o n d o n : A t l a n t i c B o o k s .

Read

and

H a l l , S . ( 2 0 1 2 ) , Wr i t i n g : E x p l i c a t i n g a n d u n f o l d i n g

condensed textual practices in art and design, J o u r n a l o f Wr i t i n g i n C r e a t i v e P r a c t i c e 5 : 1 .

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