In a study by Google in August of 2012, researchers found that not only will users judge websites as beautiful or not within 1/50th – 1/20th of a second, but also that “visually complex” websites are consistently rated as less beautiful than their simpler counterparts
Moreover, “highly prototypical” sites – those with layouts commonly associated with sites of it’s category – with simple visual design were rated as the most beautiful across the board.
In other words, the study found the simpler the design, the better.
In this article, we’ll examine why things like cognitive fluency and visual information processing theory can play a critical role in simplifying your web design & how a simpler design could lead to more conversions.
We’ll also look at a few case studies of sites that simplified their design, and how it improved their conversion rate, as well as give a few pointers to simplify your own design.