Whether you’re a city, company, or a person, doing the same thing over and over again is what reinforces your identity. That’s why Steve Jobs always wore a black mock turtleneck, why Mark Zuckerberg always wears a gray t-shirt and hoodie, and why Tom Ford always wears a white shirt and a black jacket. They are continually building their own distinctive brand.
I’ve always found this concept really appealing.
Maybe it’s because I had to wear a uniform every day of my life until I went to University, or maybe I just like the concept of personal branding. Either way, there are a bunch of things that I have stuck with for a long time. For example, I’ve worn the same cologne since I was 19. I bought it in Italy one summer and I really liked it. And it now always reminds me of Europe. So I keep wearing it.
Neue
, these new passports are the result of a design competition that was launched back in 2014. The goal of the competition was to come up with something that could very clearly express the Norwegian identity, as well as improve overall security (i.e. minimize forgery).
Inside the passport and across each double page spread is a rendition of the Norwegian landscape. Mountains, lakes, streams, and probably a bunch of other beautiful things. But when you hold it under UV light, which is known to happen from time to time inside airports, each landscape image changes to a night view. It's a simple and elegant solution that appears to solve two goals at once: identity and security.
And that's usually how good design works. It feels both simple and elegant.
"Everything should be made as simple as possible, but not simpler." I'm not exactly sure who this quote is attributed to -- maybe Einstein -- but regardless, I love it. I'm a big fan of simplicity.
I have a cookbook in my kitchen by Jamie Oliver where each recipe contains no more than 5 main ingredients. There's a picture of the 5 ingredients, a picture of the final product, and a short explanation about how to make it. It's my favorite cookbook (and also my only cookbook).
When I go to a restaurant I prefer to see a short menu rather than a long menu. Not only because it's easier to make decisions that way, but because I have little confidence that a restaurant with an interminable menu can make that many terrific dishes all at once.
And in architecture school, I remember being taught that every design project should really only have one principal idea. If you have two ideas, that's probably one too many. Distill it down. Clarify the idea that you're trying to communicate.
Because here's the thing about simplicity: it's usually more work to make things as simple as possible, but not simpler. It takes effort. It takes iterations. Whether that be in cooking, design, or in writing.
But once you've got it, simplicity is a beautiful thing. And it also greatly increases the chance that somebody will actually remember the message that you're trying to get across. Five ingredients. A short menu. And one architectural idea. That's all it might take.
You also need to remove from your life the day-to-day problems that absorb most people for meaningful parts of their day. “You’ll see I wear only gray or blue suits,” [Obama] said. “I’m trying to pare down decisions. I don’t want to make decisions about what I’m eating or wearing. Because I have too many other decisions to make.” He mentioned research that shows the simple act of making decisions degrades one’s ability to make further decisions.
The research he’s talking about comes from people like Kathleen Vohs, professor at the University of Minnesota, and Barry Schwartz, professor at Swarthmore College, who concluded that the more decisions we make – even pleasant and enjoyable ones – the quicker we get to what’s called “decision fatigue." We simply exhaust our ability to make effective decisions.
This, to me, is a really important lesson. Because the way I look at it, we live in a world of constant noise. Our phones are always chirping. There are 132 different types of toothpaste at the store. And everywhere we turn, somebody is trying to sell us something. So maintaining a certain level of simplicity and minimalism in your life can actually be an incredibly difficult task.
More and more I’m finding this to be the case. So maybe it’s time I start wearing the same thing every day. Do you have any tips for living life, simply?
