If something looks simple, it feels easy. If it feels easy, the brain assumes it is simple. Once that assumption is made the path of conversion becomes one of non-friction.
That is why, Harmut Esslingen, the German designer who designed the iconic Apple products in the 1980s, followed the guiding principle that feeling follows form.
That is why, about 200 years before Harmut Esslingen, the German philoshper, Arthur Schopenhauer, postulated “One should use common words to say uncommon things.”
Words that are simple to understand your brand offering are crucial for the decision makers who are pacing the show floor looking for solutions.