In a fast-paced, tech-driven world, creativity must do more with less. We must juggle complex ideas, audiences with shrinking attention spans, and the constant need to stand out. But recent research reveals a surprising ally in this battle: our brains.
A study published in Cognitive Psychology highlights a fundamental truth about how we think: the human brain loves simplicity. It seeks shortcuts, trims excess, and finds satisfaction in efficiency.
Let’s explore what this means for creative work—and how embracing simplicity can lead to clearer, more effective ideas in PR campaigns and beyond.
Why the Brain Loves Simplicity
The study Doing Things Efficiently: Testing an Account of Why Simple Explanations Are Satisfying finds that people prefer simple explanations because they align with our brain’s drive for efficiency. This preference isn’t just about explanations—it’s universal. As researchers note, “Preferences for simplicity reflect a tendency to prefer accomplishing goals efficiently.”
This love for simplicity ties to survival. More straightforward explanations and processes are easier to understand and act on. For example, participants in the study evaluated different ways to explain or achieve the same outcome. Overwhelmingly, they chose the more straightforward options, showing that simplicity resonates whether we’re trying to explain the past or plan for the future.
This is cool and all, but it isn’t just theoretical. It’s really a call to action for creatives. By honoring the brain’s need for simplicity, we can make our work more impactful and memorable.
Why Simplicity Wins in Creative Work
Clarity Cuts Through Noise
We live in a cluttered world. Your audience’s brain is bombarded with information all day. Simplicity isn’t just kind—it’s essential. Clear and direct messages don’t just stand out; they stick.
The study highlights how our brains evaluate information: “People prefer methods that invoke fewer causal factors,” even when more complex ones might seem equally valid. In PR, this means stripping messages down to their essence. A single, strong idea beats a flood of competing points every time.
Simple Ideas Stick
Simplicity is the fast lane to understanding. When an idea is simple, it’s easy to understand and remember.
Think about some of the most effective tech campaigns. Apple’s “Think Different.” Google’s “Don’t Be Evil.” These ideas resonate not because they’re complex but because they’re sharp, straightforward, and easy to process.
How to Apply Simplicity to Creative Work
Start with the Core Message
What’s the one thing your audience needs to know? Focus on that. Everything else is secondary. As the study’s authors explain, “The brain favors explanations that accomplish their goal… using fewer constructs.” In other words, simplicity isn’t about dumbing things down—it’s about honing in.
Design for Clarity
Visuals matter. Complex layouts and busy graphics overload the brain. Use whitespace, straightforward typography, and clean lines. Design simplicity echoes the simplicity of the message, making your work irresistible to the brain.
Test for Accessibility
The study revealed that people’s preference for simplicity grows when they lack deep knowledge. When crafting content, ask, “Would someone with no background understand this?” If the answer is no, refine it until they can.
When Simplicity Goes Too Far
While simplicity is powerful, oversimplification can be dangerous. The study found that people shift to more complex ideas when given strong evidence that complexity is warranted. For instance, the authors note that “probabilistic evidence can temper preferences for simple causes.” In the world of PR, this means balancing clarity with accuracy. Simplicity should never come at the cost of truth.
A Superpower for Creatives
This research reinforces what many good creatives know intuitively: less is more. But now, we have the science to back it up. Simplicity isn’t just an artistic choice—it’s a cognitive one. It’s what our brains crave.
The study concludes, “There is likely no need to posit a distinct explanatory virtue of simplicity… it is part of our broader cognitive mechanisms.” In layman’s terms: simplicity isn’t a luxury; it’s a necessity.
This is an invitation to refine, sharpen, and embrace the power of simplicity. In doing so, we don’t just make better work; we make work that connects, resonates, and endures.