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Sahl Monday,15 Dec 2025

Everyone is calling for simplicity in store design.

Calm colors, fewer elements, and spacious areas.

This is a valid trend… but only up to a certain point.

Many stores have gone too far with simplicity, transforming the experience from comfortable to empty, leaving the customer feeling something is missing, or that the store isn't explaining itself.

Here we need to understand:

When does simplicity serve a purpose?

And when does it become a void that harms the store and sales?

1. When simplicity removes essential information

If you simplify the page to the point where the customer doesn't know:

– What is the product?

– What makes it special?

– Why is it priced that way?

This isn't simplicity… it's a deficiency.

The customer needs a minimum level of understanding before they can feel comfortable.

2. When the page doesn't provide reassurance

Some stores remove:

– Reviews
– Return policies
– Shipping information

Under the guise of simplicity.

But what happens is that the customer feels insecure.

Reassurance is an essential part of the experience, not clutter.

3. When empty space has no purpose

Ideally, empty spaces should:

– Relax the eye
– Highlight the content
– Direct attention

But if the empty space is:

– Too large
– Purposeless
– Separates elements that should be connected

The page feels incomplete and unattractive.

4. When simplicity obscures the path

In very simple stores:

– You don't know where to start
– You don't know what the next step is

Here, simplicity eliminates guidance.

And a store that doesn't guide… leads you astray.

5. When all elements are of equal strength

Sometimes simplicity makes everything uniform:
– Same size
– Same color
– Same weight

The result?

The eye can't distinguish between what's important and what's less important.

This causes hesitation instead of comfort.

6. When the page relies on prior knowledge

Some simple stores assume that the customer:
– Understands the field
– Knows the terminology
– Knows the product beforehand

But a new customer needs clarification, and excessive simplicity is unfair to them.

7. When Simplicity Reduces Value

Excellent product… but an overly simplistic page.

The customer subconsciously associates:
Lack of detail = lower value

Even if this isn't true.

8. True Simplicity Adds, Not Removes

Good Simplicity:

– Eliminates clutter
– Adds clarity
– Reduces distractions
– Preserves the essence

Not just removing elements for the sake of it.

9. How Do You Know You've Reached the Point of Emptiness?

Ask Yourself:

– Does the customer understand without asking?

– Do they feel reassured?

– Do they know where to go next?

If not… then the simplicity has gone too far.

Simplicity is power… but like any power, too much of it becomes detrimental.

A successful store isn't the simplest store,

but the clearest store.