The simplicity of overwhelm

Healthy Body and Mind
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I’ve noticed that, in my local area, many company signs are changing their main look from multi-coloured photographs and logos to simple, 2 or 3 colour versions with simple lines and shapes, and no or very simple photos. Check out John West (global canned fish suppliers) new packaging for an example.

I wonder what the motivation for this is? Can it be that they have some sense of the intensity of overwhelm faced by a shopper when in the food aisle - all of those competing colours and shapes, photos and now ‘simple’ digital labels with EMF and artiifical light pollution… whew!

Driving along a stretch of road, seeing a house ‘For Sale’ sign - one’s eyes may be drawn to a monochrome sign with lots of white space in it, and diverted from a complex mix of shapes, colours and photos… or vice versa.

We are all different so my curious question is… What do you find overwhelming on signs and packaging? More (colours, shapes, photos) or less?

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Around 2015, I went on a semester backpacking expedition in Wyoming for 4 months. For the first week, we did a shorter trip and I won’t ever forget that day when we finished and upon coming back to civilization, I even forgot how to use my iPhone.

Anyways, we get on the bus and it’s slowly turning to nighttime. We have to stop for gas, so we get off the freeway and there was just so much light emulating from various signs (fast food restaurants, etc), it felt really difficult to look outside. So we get to the gas station & while they were getting gas, I went into the store for a snack and I felt really overwhelmed with the amount of color. I had never felt this stimulated before and since then, haven’t felt this much of a drastic shift. I think it’s because for a solid week, we were outdoors, around no people or pets and it was just the wilderness surrounding us. So, to go from that and then to a florescent lit interior full of so many colors, it was just all too much for me. I didn’t end up purchasing anything I don’t think-- I can’t really remember because it was years ago, but I do remember that feeling. So for me, it’s too many bright colors at the same time.

Side note: We went on a much longer trips, where the last one took a month and I didnt feel this way. I just wanted to illustrate a time when I felt really overwhelmed by logos.

I don’t consider myself to be that sensitive to lighting, textures or stimulants in general, but in that specific moment, I really felt that shift. Overall though, I do prefer warmer tones of lighting and deeper hues of color. I think it’s a lot more relaxing and eases my anxiety with having rich and calm tones instead of flashy bright ones.

I do understand that the point of advertisements (in general) is to be flashy to get people’s attention. Just wanted to share my experience that seemed relevant to this post. I’ve also noticed that icon images have gotten more simple through the years on my iPhone and logos have also become less “shaded” and more solid. I’m not sure if I like it myself.

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What a fascinating discussion, @galtions and @muxbree! Thank you both for sharing your observations and experiences.

@Galtions, I think you’re onto something with your question about the motivation behind this shift to simplicity in design. It’s as though companies are acknowledging the cognitive overload faced by consumers. I actually wrote about a topic connected to this in an article on our blog:

When everything is screaming for attention—whether on a grocery store shelf or a roadside billboard—the more minimalist, monochrome designs stand out precisely because they don’t overwhelm. It’s a clever paradox: simplicity cuts through the chaos. This trend aligns with broader movements toward minimalism and mindfulness in our culture, where less is truly more.

I also wonder if it’s partly about digital communication. With so many interactions happening on smaller screens, simpler, cleaner designs are not only easier to view but also convey a sense of modernity and sophistication. For brands, this might make their packaging or logos feel fresh and relevant in a cluttered landscape.

@Muxbree, your story of sensory overwhelm after being immersed in nature is so relatable. That stark contrast between the serenity of the outdoors and the sensory bombardment of modern life really highlights how disconnected many of us are from natural rhythms. I love your point about warmer tones and deeper hues being more soothing—they evoke a sense of calm in a way that flashy, bright colors often fail to do.

Your mention of simpler app icons is also intriguing. It seems like this design trend extends across physical and digital spaces. That’s why I LOVE, LOVE, LOVE the design of the Mudita Kompakt interface.

While some may find the shift to flat, minimalistic design appealing, others, like you, may miss the dimensionality and personality of older designs. Perhaps this reflects a broader cultural tension between the desire for simplicity and the nostalgia for complexity and richness.

To answer the core question—what I personally find overwhelming—it’s actuallity the unpredictability of overstimulation. You never know when it’s coming & sometimes it just doesn’t belong. For example, bright, flashing signage or packaging that tries to pack too much information into one space can be jarring. Conversely, well-thought-out designs that use simplicity as a tool to guide the eye feel calming. It’s all about intentionality, whether with colors, shapes, or lighting.

I’m curious what the rest of the FORUM thinks? Could this shift toward simplicity in design eventually become the new overwhelming norm as everyone adopts it? Or is it here to stay as a thoughtful response to our overstimulated lives?

Let’s discuss.

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I think you’re onto something as well! It makes so much sense why the cleaner, more minimalist and simple designs stand out against the flashy and bright colors and due to more digital communication, why simpler icons would stand out.

I think the reason why I’m on the fence about the new logos (generally speaking) has to do with my generational upbringing; I’m 29 now and I grew up with older icons. So, the preference may be due to what I’m familiar with and my nostalgia of my earlier life. A shift in icons, logos and colors sort of mark not only something new, but also the Gen z or later generations. I’m not saying that’s a bad thing, but I’m sure every generation feels that drastic change marked by various examples, such as popular musical artists, whom now I don’t really recognize all the new faces who hopped on the scene, or perhaps it is fashion and decor…just a few examples. So for me, definitely seeing logos is a mark between generations. I always smile when I see a familiar place with an older logo such as Denny’s, Togo’s or even McDonald’s. I know those are specific American examples, so I’m not sure how often companies change their logos overseas. Nonetheless, I recognize that change can be positive even when I like what I’m used to.

I’ve also thought a lot about how some logos became complex and rich only because their logo previously was simple and it reminded me that, like fashion, the way companies want to illustrate their brand can also be recycled. Personally, I’d love to see something simplistic with subtle shading-- sort of a compromise that doesn’t feel too youthful, but also not too old. That would be something. (Can you tell I’m into graphic design? :P) So to answer your question, I think there is a subtle shift to more simplistic designs overall, but only time and consumers will tell how long that lasts and if it becomes the new norm.

Urszula, I really enjoyed reading your response about what you find overwhelming. I completely agree that the unpredictability is something that can be a bit jarring at times. I absolutely love mindful and intentional designs and why I love love Mudita! I can’t express how much happiness it brings me to have pieces that were well thought out and made with the user in mind. Those types of objects will always have a place in my home and my life.

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As a 29-year-old like @muxbree, I watched graphic design go from skeuomorphism largely intended to help people navigate an increasingly digital world by making applications look like their real-life counterparts (think iOS 1-6) to flat yet colorful designs once people got used to using these devices (think iOS 7+). What has been interesting to me is that there has appeared to be a bit of moderating in recent years, with the vibrancy of icons being retained but depth being added back into user interfaces—while iOS (which I don’t use nearly as much since getting my Pure) remains a bit flat, macOS and Windows have been seeing a resurgence of depth in their icons. It strikes me as a happy medium which I appreciate, although I would imagine for others (like muxbree encountering bright colors at the store after being away from them for a bit) maybe more muted colors could be beneficial. Indeed, looking at the Pantone Color of the Year over the last decade and a half, I see a shift from more vibrant colors throughout the 2010s to more neutral/muted colors since 2020 (with the exception of 2021, one of the few years with two colors where a bright yellow was paired with a muted grey). I am very curious to see where design takes us in the future!!

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