Insights | Branding

Minimalism vs. Maximalism

21 January 2025

When we asked Marianne, our senior Designer, for her thoughts on design in 2025, she shared an interesting thought on the movement of two opposing design philosophies - minimalism and maximalism.

Whether it’s the understated elegance of minimalism, or the bold vibrancy of maximalism, the choice between these approaches often comes down to a careful balance of audience preferences, brand identity, and project goals.

So, what is Minimalism design?

When we think of minimalism we might think of the zero fuss Nordic style of IKEA, the stylish simplicity of Apple product design, or the functional ease of Muji products and website design, but what is the true meaning of Minimalism?

Characteristics: Clean lines, uncluttered layouts, and simplicity. Minimalist designs focus on clarity and function.

Strengths: Timeless appeal, improved readability, and suitability for eco-conscious branding.

Weaknesses: Risks being perceived as too plain, or lacking personality if not executed thoughtfully.

Then Maximalism is…

Maximalism is the opposite, embracing boldness, complexity, and extravagance. It thrives on vibrant colors, intricate patterns, layered textures, and rich storytelling. Think Gucci’s vibrant and eclectic styling, Spotify's Wrapped campaign or even the lavish grandeur of Michelangelo’s Sistine Chapel.

Characteristics: Vibrant colours, intricate patterns, and bold elements. Maximalism thrives on creating an immediate visual impact.

Strengths: Grabbing attention conveys energy and creativity and allows for dynamic storytelling.

Weaknesses: Can feel overwhelming, or even chaotic, without proper balance and focus.

The designer’s job

Whether you are personally a ‘less is more’ kinda person, or a colour clash gets your juices flowing, the key to working with clients is helping them choose the right approach for the brand or campaign.

We would first have a deep dive on:

Audience Preferences: Minimalism might appeal to users seeking clarity and sophistication, while maximalism resonates with those drawn to creativity and exuberance.

Brand Identity: A minimalist style conveys professionalism and modernity; maximalism can evoke vibrancy and uniqueness.

Project Goals: Certain contexts, such as eco-conscious branding, may choose minimalism, while cultural or artistic campaigns might benefit from maximalism’s boldness.

Designers have the job to navigate the ongoing stylistic tension between minimalism and maximalism, all the while finding ways to leverage the businesses strengths to deliver impactful and meaningful visuals.

There’s a place for both extremes, but it's often the road down the middle that needed, where brands want a ‘bit of both, sometimes’! That said, it's when designers have the space to create what truly works for a brand, the evolving needs of diverse and increasingly discerning audiences, is where the creative magic happens.

Get in touch

If your business is looking for some help with branding, or creating a standout creative campaign that helps frame your goal, get in touch. The D&F design team can help guide you through the process of setting a style that works for the brand, and for the objectives you need to meet.

Published by

Marianne McConnell

Senior Designer