Super Minimal

Driven by the same concern for honesty and sustainability in a world overstuffed with ideas, product offers and choices, consumers are increasingly keen on social, cultural, aesthetic and graphic leanness. Psychologists refer to this intellectual editing process as ‘cognitive fluency’, an adopted short cut in a world in which so many things compete for our attention. The result is an increased affinity for fluency and simplicity, a push towards leanness and cultural decluttering, and a renewed desire for a Super Minimalist design aesthetic.

By Caroline Till