One of simplicity’s most outstanding attributes is that it looks, acts, and sounds perfectly natural. Your head involuntarily nods in agreement.
Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.
People prefer simplicity. Given the option, any sane person will choose the simple path over one that’s more complicated.
This preference is burned into the basic wiring of all living cells. When it comes to ordinary, everyday decisions, most life-forms agree: The simpler path is by far the more attractive one.
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Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.
The push for simplicity has a purpose. Stripping away non-essential features makes products easier for people to learn from the start and easier to use over time.
Software engineer and designer who worked for Apple for over fifteen years. Ken worked on the software teams that created the Safari web browser, iPhone, iPad, and Apple Watch.
If people were brutally honest in their emails, the time we spend sorting through our in-boxes would surely decrease by half.
Author and advertising creative director. Specializing in technology marketing, Segall was Steve Jobs' agency creative director for 12 years working for NeXT and Apple, and also for Dell, Intel and IBM.
