The old adage KISS (keep it simple stupid) seems to still be as apt today as it was in 1960 as a design principle noted by the U.S Navy. The principle states that most systems work best if they are kept simple. In essence simplicity is something to strive for with unnecessary complexity to be avoided.

People care about what’s in it for them and how your product or service can be useful in their own lives. The simpler the explanation, the more likely it is that the consumer will see how useful what you have to offer is to them.