Why Simple is Scientifically Easier to Process

Tommy Walker, ConversionXL:

The reason less “visually complex” websites are considered more beautiful is partly because low complexity websites don’t require the eyes and brain to physically work as hard to decode, store and process the information.

Basically, your retina converts visual information from the real world into electrical impulses. Those impulses are then routed through the appropriate photoreceptor cells to transmit the color and light information to the brain.

The more color and light variations on the page (visual complexity) the more work the eye has to do to send information to the brain.

I couldn’t agree more.