A simple idea that shines


I had to renew my passport recently. There were two options: the general renewal passport application, and the new, simplified one. Guess which one I chose? :) The whole experience was refreshingly simple, and it prompted this question: Why don’t we make Simplicity in communications a national priority? 

My 2¢: Our mental bandwidth is limited. People are desperate for institutions and brands that offer simple communications they can understand. It’s easy to forget that.