“I could have thought of that!” Why the best design feels obvious (but isn’t)
You’ve probably had the experience, a new logo, campaign, or brand idea lands in front of you, and your first thought is:
“Well, yeah. That’s obvious.”
But here’s the thing: If it were that obvious, wouldn’t you have done it already?
This is one of the biggest misconceptions about great design and marketing. The best work feels simple, clear, and inevitable, like it was always the answer. But that’s exactly what makes it brilliant. It’s not flashy or over-complicated. It just fits. It speaks straight to the audience in a way that feels effortless.
So why didn’t you see it?
Not because you’re not smart, but because you’re too close to your business.
When you’re inside the day-to-day, it’s easy to get bogged down in the details that matter to you: your process, your internal terminology, your years of effort. But your customers don’t see any of that. They care about the outcome for themselves. They want to get it in a second.
That kind of clarity is hard to achieve from the inside.
Here's the twist...
Even when clients are shown a beautifully clear solution, they often hesitate.
They worry it’s too simple.
Too obvious.
Not clever enough.
So they start tinkering.
They add layers.
They complicate it.
Or worse, they ditch it altogether and try to do it themselves.
And guess what happens?
They fall right back into the same trap: over-explaining, overthinking, overcomplicating. The message gets muddled. The impact gets lost.
Simplicity isn't a shortcut, it’s the goal
Great design doesn’t happen by accident. That “of course!” feeling is the result of strategic thinking, clear positioning, careful listening, and creative skill. It takes real work to make something look that effortless.
So when something looks obvious, take a second look.
The best ideas usually are.
Author: Lance Corrigan
Creative designer with a passion for visual communication and brand development, and a vision to make a positive impact on the world through design.
