Designers’ Interpretations of Minimalist and Maximalist Advertisements

Abstract

This research examines how contrasting visual design styles influence communication effectiveness in digital advertising environments. Addressing the growing reliance on visual storytelling within platform-driven branding, the study investigates how design elements shape clarity, emotional resonance, and brand expression. Two lifestyle brands, The Green Party and MINISO, were selected as visual references representing minimalist and maximalist approaches. Guided by Gestalt theory, the analysis focuses on proximity, continuity, and figure-ground relationships. Qualitative insights were obtained through semi-structured interviews with six experienced Malaysian designers based in Klang Valley and Kuala Lumpur. Findings indicate that minimalist layouts enhance clarity and composure, while maximalist visuals are perceived as expressive and attention-grabbing, resonating strongly with younger audiences, particularly Generation Z. Designers emphasise that effectiveness depends on alignment between design style, brand identity, and audience preference. The study concludes that minimalism supports readability, whereas maximalism strengthens emotional resonance and brand recall, extending Gestalt applications theoretically and informing platform-appropriate visual strategies practically.