At Chicken, we believe the best websites are clear, accessible, and easy to use. But simple doesn’t mean easy. It takes time, thought, and practice to design services that feel effortless for the people who need them most.
Less, But Better
Dieter Rams’ design principle “Less, but better” is one we return to often. For us, it’s a reminder that simplicity isn’t about cutting corners — it’s about focusing on what really matters.
Marcus Aurelius put it another way: “If you seek tranquillity, do less.” Coming from a very busy man, that’s a bold statement. But the truth is, doing less — and doing it well — takes discipline.
- Easy is quick.
- Easy is sloppy.
- Easy is what happens after years of practice.
Whereas:
- Less is patient.
- Less listens.
- Less is what happens after years of practice.
It’s clear to see how we confuse the two.
What This Means for Councils
When we design for councils, simplicity isn’t about stripping things back to the bare minimum. It’s about making complex information and services clear, accessible, and useful.
That might mean:
- Writing service pages in plain English so residents know exactly what to do.
- Designing layouts that make sense on any device, without distractions.
- Building content tools that give editors flexibility without overwhelming choice.
In other words, we put in the hard work behind the scenes so communities can get what they need quickly and confidently.
Why It Matters
Digital public services aren’t a place for clever tricks or unnecessary extras. They’re everyday tools that need to work for everyone. By focusing on clarity and accessibility, we make life easier for councils and the people they serve.
Simple doesn’t mean easy, but it’s always worth it.