Why is a simple web design style so important?
In a study by Google, researchers found that not only will users judge websites as professional or not within 1/50th – 1/20th of a second, but also that “visually complex websites are consistently rated as less professional than their simpler counterparts.”
Moreover, “highly prototypical” sites (those sites with web design elements and web page layouts commonly associated with sites of it’s category) with simple visual design were rated as the most beautiful across the board.
In other words, the study found the
simpler the design, the better.
"Simple web designs that are free of fancy widgets, homepage image sliders, slow-loading photo galleries, distracting graphics and unnecessary text will help drive conversions and sales."