Here's an article that we found interesting here at Speedpro. It even highlights one of our Customers, Trader Joe's!
The concept of Simplicity adding value to brands is important to us not only because we help a lot of small businesses shape their image, but because it also outlines an important phenomenon that we see here a lot. Simpler is often better. From a visual and from a cost standpoint, sometimes keeping it simple is best. It doesn't work for every brand, some brands are more centered around a "wow factor." But for most brands, it's a good rule of thumb.