Take a look at an interesting research article Siegel+Gale released on Global Brand Simplicity.
Watch out simple food does not equal healthy food! :)
Consumers in countries around the world want to simplify their lives according to a new survey from global strategic branding firm Siegel+Gale, and they are willing to pay between 5 and 6 percent more for brands that offer simpler experiences and interactions. The trend is most pronounced with technology and electronics offerings, where 22.5 percent of consumers surveyed say they are willing to pay more than 6 percent more for simplified brand experiences. Retail fashion brands also have much to gain, with 15 percent of consumers surveyed willing to pay a Simplicity Premium™ of 6 percent more.
The first annual Global Brand Simplicity Index™, conducted by Siegel+Gale in late 2010, polled over 6,000 consumers across seven countries in Europe, the Middle East, Asia and North America to uncover the perceived points of complexity and simplicity in people’s lives. It also uncovered the Simplicity Premium™, an exploration of the added value people would place on having a more simplified experience with brands in various industries...