At END Agency, I’ve been chewing on this “death of detail” for a while. There’s a history here: Western thought long tied color to chaos and form to reason. Modernism stripped away ornament and color in pursuit of ruthless logic. Now, we’re left with the “international style” — safe, neutral, interchangeable. But how boring…
Neutrals weren’t always villains. They began as a way to sharpen clarity. But now? They risk wiping out identity.
This isn’t just about looks. It’s commerce. Neutral sells to everybody and offends nobody. So your phone, car, app icons—same chromatic purgatory.
But do minimalism and commerce deserve all the blame? Let’s add a little nuance:
From color psychology, I know colors shape emotions and memories. Different hues can trigger happiness, trust, energy—or none of the above.
Removing color erases that emotional edge. You end up with bland consensus, not connection.
And then there's the aesthetic-usability effect: people perceive prettier designs as more usable—even if they're not. Monochrome kills that perceived trustworthiness (“where’s the warmth?”)
Also: humans crave ordered complexity, not flat repetition. Monotonous grids are boring—or worse, uncanny.
One academic study nails the point: web designers tuned down visual intensity gradually and found conversion fell off faster than users complained. There’s a sweet spot—too much dull, users click away; too much flash, users revolt (arxiv.org).
Minimalism does have a place, and younger audiences still connect with its clean, stripped-back look. The problem is when it’s taken too far—when every brand, product, and space looks like it came from the same template. The clean frame works best when it’s balanced with details that stand out: a single strong color, an unexpected texture, or a design element that creates memory.
The unique detail that makes a manufacturer’s product recognizable remains—for example, you can still identify the IKEA lamp on the right. It’s just way less exciting...
But balance is everything. Think Baroque: structure + opulence. Use minimal shells to let detail shine: a pop of color, a twist in texture, a bold accent—but within a neat frame.
I’m not designing for dull. I’m designing to matter.
About me
Hey, I’m François Savard from END Agency
I design clear, functional products that cut friction and remove unnecessary decisions. END Space is my newsletter where I share ideas, trends, and what I’m working on.
👨🏼💻 Background: Creative Director in a digital marketing agency in Norway for 5 years, moved back to France to create END Agency.
👽 Current focus: Build a community to connect designers and founders with END Space (the newsletter you just read).
👨🏼🎨 Next goal: Organise future conferences about design, in France and abroad. Interested to join or co-host? Reach out to me.