Perfection is achieved not when there is nothing more to add, but when there’s nothing left to take away - Antoine de Saint-Exupéry
Naturally, we like to add things. When brainstorming ideas for improvement, the instinctive approach is to consider new elements or features. Consider your closet: when striving for improvement, adding new pieces is a common approach to take, and it is seen as an upgrade. We view new items as assets, and we perceive the change as tangible, because additions are visible.
It is easy to overlook the concept of enhancement by subtraction. A great example of this can be seen in the design of children's bicycles. For years, the approach was to use training wheels: two extra wheels in the back, allowing the child to ride the bike without fear of tipping over.
However, by adding these extra wheels, the entire concept of the vehicle changed, eliminating the element of balance. In recent years, designers have taken a new approach: they removed the pedals. In this design, the element of balance is preserved, and the bicycle is more approachable for children.
Think back to your closet. Think about your 7 pairs of blue jeans, of which you regularly only use 2. Although it can be difficult to remove pieces, consider how the experience of choosing clothes may improve given less content to choose from.
The value in enhancement by subtraction is clear. It is commonly understood that superior writing involves clear concise language, using only what is necessary to convey the intended meaning. Editing often involves stripping down language. In math, an optimal solution involves the smallest number of steps to reach the desired result. Many great thinkers and artists through the years have pointed out the value of design. Simplicity has elegance, and it must come from the evaluation of the necessity of the given elements. As Albert Einstein said: "Everything should be made as simple as possible, but not simpler."
However, thinking in this way, especially when aiming to improve an existing product or concept, is not always intuitive. The task of subtracting can be mentally difficult. Loss aversion is an economic and psychological principle which suggests that the pain of losing is more impactful than the pleasure of an equivalent gain. There is a cognitive bias against the loss of an existing asset. Because subtraction is associated with loss, our loss-averse nature makes it challenging to view subtraction as a form of gain. Additionally, the effort to simplify and subtract can be just as time-consuming as the effort to add. The effort may feel frivolous, since there is less visible evidence of a change. But ultimately, a more elegant and refined solution will certainly result in a superior product, concept, or experience.
Subtraction in the Digital World
In the early 2000s, video game designer Fumito Ueda introduced the philosophy of design by subtraction to the video game landscape through the creation of ICO, a minimalist action-adventure game. Since then, he has been regarded as one of the most influential designers in the video game industry.
In digital platform design, an excess of information, complicated directories, and convoluted steps can negatively affect the user experience. Design by subtraction in the context of information systems involves grouping, blending, restructuring, and removing irrelevant or duplicated information. In the context of user journeys and flow maps, evaluating the necessity of steps and considering the combination sequences can shorten and simplify the user experience, including only aspects that are helpful or enjoyable from the users perspective.
Ways to practice design by subtraction:
Categorize ideas into “addition ideas” and “subtraction ideas” to evaluate whether “subtraction ideas” are adequately covered.
Consider all elements within the landscape, and determine their relevance.
Consider how the platform may operate given the removal of a seemingly necessary element. This will allow you to think creatively about what alternatives could obtain the same result.
To combat loss aversion, reframe subtractions as enhancements. The value of removing content from a web page may be evident, but the process of elimination may be challenging. Instead of asking what to remove, consider what to keep.
At Flywheel, our design team adopts a holistic and objective approach to understanding information systems, seeking improvement through both addition and subtraction. While the natural instinct may be to add, our creative solutions can work to improve your digital experience by distilling it to its most essential elements. This process aims to create an elegant and streamlined digital environment that enhances usability and clarity, ensuring that every interaction is intuitive and impactful.