Came across an interesting site last week, essentially a direct-sales operation for a DIY brewing device:

What’s interesting? It’s the first site I’ve come across that’s basically an ad on a loop: the offer, reduced to its barest essentials and presented using a handful of slick images and a few carefully-chosen words. The onus being on the browser to dig, if they want to find out more.

It brought to mind a project from maybe 30 years back, working on a brochure for┬áMichael Peters Design, who’d recently done a retail project in Japan for a top British clothing brand. In stark contrast to Japan’s then-ubiquitous practice of stuffing every available cm of space with goods, the designers had used a stand for a single jacket or a shirt, a shelf for a pair of cufflinks. The ‘standout’ from the usual clutter instantly established a singular look and feel: one of calm, confidence and sheer class.

Less, as they were once fond of saying, is indeed very often more.