Cuando menos no es más

Wednesday, August 4, 2010
| por Daniela Crespi | Diseñadora gráfica

"Menos es más" Es una frase que hemos escuchado infinidad de veces en lo que respecta a diseño. No importa si es diseño gráfico, web, industrial, o de modas, la simplicidad se relaciona con elegancia y funcionalidad. En palabras de Leonardo Da Vinci: "La simplicidad es la sofisticación definitiva".

Movimientos artísticos enteros como el De Stijl y el Minimalismo que proponen utlilizar solamente lo esencial se han fundamentado en este criterio. Versiones de este principio hay muchas, la Navaja de Ockham, KISS (Keep it simple, stupid),  o en lenguaje popular "Si no ayuda, que no estorbe".

Pero a veces, en diseño web y en la vida en general, no es tan sencillo trazar esa línea entre lo que estorba y lo que realmente se necesita. A veces, ampararnos en el “menos es más”, puede darnos como resultado un sub-aprovechamiento de recursos y en el mejor de los casos un resultado casi-pero-no. Ese "menos" no se tiene que confundir con mediocridad o pereza,  significa limitarse únicamente a lo absolutamente necesario. Y lo absolutamente necesario puede ser un mundo de posibilidades.

Cómo saber si ese banner animado, con imágenes, texto, logos, audio y el personaje de la empresa es un capricho injustificado que en lugar de contribuir va a distraer y saturar el diseño o, si por el contrario es en realidad una contextualización necesaria para el usuario?

Entonces… ¿Cómo identificar lo absolutamente necesario?

Estos son 5 tips para no limitarnos a lo necesario sin dejar ninguna parte importante por fuera:

1. Tener claridad sobre las necesidades del cliente.
Hacer listas de objetivos y briefs concisos ayuda a identificar que es lo que el cliente necesita y cuales son los alcances del proyecto. En ocasiones el mismo cliente no lo tiene muy claro, y es nuestro trabajo averiguarlo.

2. Conceptualizar
Independientemente de la metodología creativa que se utilice, llegar a un acuerdo sobre el o los conceptos que van a servir de eje, permite enfocarnos en el "universo visual" del proyecto y permanecer dentro de este.

3. Trabajar la arquitectura de la información
No importa si es un proyecto sencillo o complejo, web, multimedia o impreso, jerarquizar la información nos permite darle prioridad a lo que realmente lo amerita.

4. Mantener la cabeza fría para saber distinguir si algo aporta o no.
A veces, como diseñadores (bueno… y no solo los diseñadores) nos dejamos llevar por detalles y despliegues visuales que pueden o no ser gratuitos. Aquí la objetividad y el trabajo en equipo juegan un papel importante para mantenernos dentro del rango de lo estrictamente necesario.

5. Tomar en cuenta el factor emocional, y no dejarlo de lado.
Elementos simpáticos, con personalidad, divertidos o lindos (todo lo que sean "golosinas" audiovisuales) crean una experiencia de usuario (UX) no solo práctica sino también placentera, y contribuyen a "enganchar" al usuario. Un buen artículo sobre el factor emocional es http://carsonified.com/blog/design/emotional-interface-design-the-gateway-to-passionate-users/

Entonces, a modo de cierre, nos damos cuenta de que en ocasiones, la ilustración del monito simpático con sombrero sí es necesaria.

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