Whenever I'm working with a client, I always stress that they keep their designs as easy to understand as possible. You want potential customers to comprehend your solution immediately and how it will help them. If they have to weigh through too much complex information (and choices), they may become frustrated and not purchase your product or service. People have limited time and many distractions in their lives, they don't need one more complicated decision added to their hectic schedule.
Recently, Smashing Magazine blogged about Barry Schwartz's book The Paradox of Choice. In it, Schwartz reveals an interesting conclusion:
People choose not on the basis of what’s most important, but on what’s easiest to evaluate.
Our audience doesn't always have the chance to thoroughly research and evaluate each and every decision they have to make. So it makes sense that they will gravitate to those websites, ads, brochures, storefronts, etc., that speak simply and succinctly to their needs.
Consider the simple design of Apple stores. Not to mention the easy-to-navigate Mac interface, which was so much easier than the PC's operating system when it first entered the market.
We're doing the same thing for Billion Dollar Graphics and our BizGraphics On Demand websites. We've learned our lessons from our years of experience in simplifying graphics for clients that we're redoing both sites to make it easier for our customers to navigate and find what they need (based on their input). Look for our redesigned websites to be launched in early 2012.
I suggest you read the Easier Is Better Than Better article at Smashing Magazine. Maybe even print it out as ammunition next time a boss or client asks you to cram a ton of information in a small space, citing "more is better."
According to research, less is what the customer wants. And, after all, the customer is always right.