Everything should be made as simple as possible, but not simpler.

Albert Einstein

As you might rightly conclude from the quote, I am not quite done yet with the topic of simplicity. This time, though, I want to talk about it in the context of process.

Process in photography comprises of many things. In landscape photography it includes choice of location and time, the equipment that is used and how it is used but also how the captured results are further processed. In some ways the process defines the photographer.

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“Simplicity is not the absence of clutter, that’s a consequence of simplicity. Simplicity is somehow essentially describing the purpose and place of an object and product. The absence of clutter is just a clutter-free product. That’s not simple.

The quest for simplicity has to pervade every part of the process. It really is fundamental.”

Jonathan Ive

Imagine a rustic writing desk with a sleek silver laptop from Silicon Valley on top and a steaming cup of coffee on the side. Does an appealing picture form in your mind? It does for me. Since long I have noticed that I am most vulnerable to this kind of imagery in advertising. I wonder why this is so.

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