Simplicity is a situation, condition, or form which summarizes everything there is to be more modest as well as significant (perhaps the word 'simple' is not quite right to explain it). Inversely related to something that is complex, simplicity seeks to minimize the information as dense and as accurate as possible so the audience can receive it quickly.
In the process of design, simplicity in a work can be said to succeed if it is not just the audience who can receive quick messages, but with the value of simplicity at work, the audience can absorb the meaning behind a work that actually has a deep meaning that is not short as it looks. With proper application of simplicity does not mean that a designer can not process his work, lazy, or has a limited ability in using software.
Simplicity in its application are in need of maturity of designers, both theoretically and practically. That does not mean the designers have to remove the design principles that are considered complex, but still hold firm in the quality of work. Like for example the application of the theory of balance in a work does not only apply to the complex design. simplicity does not mean a design that just looks minimal, clean, and simple, a complex design in a processing can also be said that valuable design simplicity. Here are examples of design in my opinion has a high value at once astonishing simplicity:
Naoto Fukasawa – Banana Juice Packaging
LEGO Astronaut Print ad
Heinz Tomato Ketchup Advertising
A Diet Pepsi advertisement
Nintendo Game Boy Advance Advertisingt
