Minimalism vs Maximalism
What comes to mind when you think about Minimalism? Perhaps a sleek building with full glass windows or maybe a Japanese-style living room with clean lines, practical furnishings and few adornments. In contrast, what comes to mind when you think of Maximalism? Maybe it’s an Art Deco skyscraper with ornate carvings and flourishes or a colorful room filled with plush carpets, couches piled with pillows, and art on every available surface.
Usually, when people think about Minimalism vs. Maximalism, interior design and architecture are what come to mind. But those same principles also apply within the world of graphic design, branding, and marketing.
Both styles have their merits (and their devout followers) and each philosophy comes with pros and cons to consider when deciding the visual representation of a brand or product. Knowing what they are and when to use them is an important thing to consider when approaching any new project.
What is Minimalism?
“Less is more.”
—Ludwig Mies van der Rohe, Architect and Interior Designer
Although practiced by many cultures for many centuries, Minimalism first emerged as a trend in the United States in the 1960s as a reaction against the rebellion and chaos of postwar Abstract Expressionism. The style is heavily influenced by Japanese traditional design and is characterized by a “less is more” philosophy that embraces calm, clarity, and simplicity.
In terms of design, that means creating the most impact with minimal elements. Minimalist design typically embraces neutral, limited color palettes; clean, elegant typography; and ample use of negative space. Balancing subdued design elements with ample white space allows the most import elements—namely, content or products—to shine. Although it may seem simple to create, the best minimalist design is handled with expert attention to even the finest details. Because there is so little fluff, every detail matters when creating the perfect balance in the final artwork. Precision is key.
Below are some examples of Minimalist design that showcase it’s clean and luxurious aesthetic capabilities.
Apple is well-known for their impeccable design in all areas. The branding is clean, feels high end, and positions them as a luxury brand in the world of electronics. Their designs often feature products isolated on a solid background with minimal typography as if to say, “The beauty and functionality of this item speaks for itself. No extra frills needed.”
The Ordinary is a skincare and beauty brand that is known for their uncomplicated product formulations. Just as their products are formulated with minimal extraneous ingredients, so is their visual brand stripped of any unnecessary adornments. This puts focus on the purity of the products without any other distractions.
Although Zara is a mid-price clothing brand, their minimalist visual identity positions them as fashion forward and in the same league as luxury, designer clothing. Their consumers can feel as though they are part of the high fashion world, but at a much more reasonable price point for the everyday person.
What are the Pros and Cons of Minimalism?
One of the most significant pros of Minimalism is its broad appeal. Because of its simplicity and subdued nature, Minimalism is agreeable to most people. Minimalist designs also tend to be timeless as neutral colors and clean layouts never go out of style. Minimalism has lot of staying power in an ever-changing world.
Minimalism also easily creates an air of quiet luxury. The inherit open space in the design makes it easy to highlight the most important elements and speaks to choosing quality over quantity. Basically, space = luxury. Think the layout of luxury store (carefully chosen product given ample space to be displayed) vs. Walmart (a lot of products, very close together). This means that Minimalism lends a chic and high end feeling to projects.
Minimalism’s most notable con is that it can feel boring, sterile or barren. Minimalism is not known for evoking emotional reactions or attachments. Because of the nature of the neutral color palette and minimal other adornments, it can also be difficult to create a brand that is distinctive and stands out from the crowd.
In addition, as projects progress over time, a brand that is too minimal can become stagnant and dull. It may also lack eye-catching elements that may be desirable in some situations, such as highlighting special events and sales.
What is Maximalism?
“More is more and less is a bore.”
—Iris Apfel, Interior and Fashion Designer
Maximalism can be defined as a celebration of richness and excess, solidly believing “the more, the better.” In contrast to Minimalism’s stark simplicity, Maximalism is bold, bright and vibrant. It can evoke feelings of youth, excitement and abundance.
Like Minimalism, Maximalism has been practiced throughout many cultures and centuries. It became particularly popular during the Victorian period of the 19th century. As consumable goods became more affordable and easily attainable, Maximalism was an easy way to show off wealth and status. It became popular again in the late 1970s as a reaction against postwar Minimalism’s cold sterility.
Maximalism embraces all that life has to offer. Interior designer Isabel Ladd says that “Joy is a fundamental element of Maximalism.” It is indulgent and personal and when done well, creates a deep, rich tapestry of storytelling. Maximalist design is characterized by rich colors; bold, varied textures; and typography with personality. It uses a mix of styles, colors and textures to amplify the inherent nature of content or product.
In the examples below, you can see how Maximalism can be used to create strong, eye-catching visuals.
Poppi is a healthier alternative soda brand that stands out in a sea of competition. The brand uses bright colors and bold typography to draw the eyes in for a closer look to see how their product is different from the competition.
Flying Dog Brewery’s layers textures, bright colors and out-of-the box lettering to create a cohesive and unique style all their own. This positions them as a unique and in-your-face product that isn’t afraid to stand out and maybe even get a little weird.
Cash App’s bold designs position them as “not-your-mother’s” financial tool. Unlike typical finance-related brands that might feel buttoned-up and bland, Cash App’s design is funky, fresh, and even a little futuristic. This could be an attempt at trying to draw in a younger demographic or to appear on the cutting edge of new opportunities in the world of finance.
And the Pros and Cons of Maximalism?
Maximalism’s biggest strength is its big, bold, in-your-face style. In a world where it sometimes feels like color is disappearing, Maximalism is a brightly lit beacon of unapologetic vibrance. It is spontaneous, eye-catching and evokes emotional reactions. Creating strong emotional attachments and a unique visual identity can be especially pivotal when creating brand loyalty with consumers.
Maximalism also means no restrictions. Nothing is off limits as long as the gestalt of the final outcome is appealing. Maximalist style really thrives on creating statement pieces and conversation starters.
The cons in Maximalism lie in its proclivity for excess. While maximalists relish is the style’s abundance, some may find that Maximalism is overwhelming or too cluttered. And because it is so stylized, some consumers may find a specific style off-putting, and as a result, the market may be unnecessarily narrowed.
If not done carefully, Maximalist design can also fall victim to trends. It is important to avoid choosing a color or pattern just because it’s “in.” Maximalism should be about creating something distinctive and personal, not trendy, otherwise it can quickly become outdated.
What Do We Think?
Rather than extreme opposing forces, Minimalism and Maximalism are opposite ends of the same spectrum. They are interconnected. When one ebbs, the other flows.
Deciding which aesthetic to lean into when creating a brand is all about knowing your audience. Some projects are well suited to the quiet luxury of Minimalism while others go well with Maximalism’s fun, bold spirit.
The best solution is often a happy medium or a minmax approach. By taking elements from both Minimalism and Maximalism, you can create a harmonious brand that includes the best of both worlds. For example, creating a color palette that is grounded in neutral tones, but has a few standout colors allows you the distinctiveness and personality of a Maximalist approach while maintaining the sophistication of Minimalism. Having a few branded patterns or textures helps to build a unique brand identity without going overboard.
At AdsIntelligence Marketing, our goal is to work together to find a voice for whatever project you have in mind. We combine decades of marketing expertise with a holistic branding approach to create strong messaging and visuals that are wide reaching and and effective.
