Alison Black, Professor of User-centred Design, shared a platform with leading designers and creative thinkers at the 2012 London Design Festival, explaining the importance of simplicity when developing products and services. Charing the event, which took place at the V&A Museum, was Philip Davies of Siegel+Gale. Other panel members were Merlin Crossingham, creative director of Wallace and Gromit at Aardman Animations; Stephen Fear, British Library entrepreneur-in-residence; and Charlie Allen, bespoke London tailor.

The panel shared their perspectives on the fundamental significance of implementing simplicity to connect to the modern consumer. They also provided their views on a wide range of topics, including how to embrace simplicity while avoiding the simplistic. Another interesting discussion centered around the idea that people have different perceptions and interpretations of simplicity.

“Brands that provide simpler interactions and experiences are winning the battle to stand out in the competitive marketplace,” said Philip Davies. “Simplicity is a powerful tool that helps brands get into consumers’ heads faster, and stay there for longer. As the UK continues to struggle in economic uncertainty, those brands that offer experiences that are clear, direct and easily communicated will generate strong customer loyalty and forge ahead.”

The lively debate played out on Twitter. Highlights from both #SimplicityTalks and the live event will be curated, together with opinions, images and ideas from select influencers who are renowned for simplicity in their fields, to create a book that will showcase the profound impact of simplicity.