The Portuguese Azulejos by Alexander Schimmeck (Soure: Unsplash)

TL;DR: Investigating the design philosophy behind Azulejos, the elaborate ceramic tilework throughout Portuguese towns and the UX design lessons that can be gleaned from this architectural feature.

The horror vacui

In the world of design, we often hear the term “Horror Vacui” tossed around. But do we really understand its origins and significance? The term, Latin for “fear of empty space,” was first popularized in the Victorian era. Back then, having more meant affluence, so every little space was packed with details. But fast forward to today, and we see that the principle of Horror Vacui has evolved to become a fundamental part of design culture. It has shifted our focus from minimalism to creating a sense of richness and abundance by filling every available space with meaningful elements.

Today, we observe a similar compulsion to utilize all available space in many websites and digital apps. For instance, consider the multitude of functions on the home screens of apps like WeChat in China or Careem in the UAE. Another example would be the crowded designs of numerous Japanese websites, which frequently view high information density as a sign of credibility and reliability. The principle of “Horror Vacui” has become an implicit design theme that is prevalent in many modern products. Some other examples include social media apps like Facebook and Instagram, which often include a multitude of features and options on a single page, making it difficult for the user to focus on a specific task. Another example is e-commerce sites like Amazon, which offer an abundance of products, filters, and options that can make it overwhelming for the user to find what they are looking for. These examples highlight how the desire to fill every available space has become a common trend in digital design, often at the expense of user experience and simplicity.

But to fully grasp the significance of the fear of empty space, it is important to go back in time and discuss the design style of “Azulejos”, which is the intricate ceramic tilework that adorns the majority of buildings in the historic districts of Portuguese cities such as Lisbon and Porto.

Overwhelming design patterns

The Portuguese Azulejos philosophy is closely linked to the “fear of empty space” — a design principle that emphasizes the importance of covering all available surface area with intricate patterns and designs, rather than leaving any areas blank or empty. This philosophy is reflected in the traditional tilework found in many Portuguese buildings and homes, where every inch of wall space is covered with brightly colored and intricately patterned tiles.

If you travel to cities such as Lisbon and Porto, you will come across Azulejos designs on both the inside and outside of structures such as churches, palaces, residential houses, schools, and now, even restaurants, bars and railway stations. Many of these walls are completely covered with Azulejos depicting important events from Portuguese history and scenes from the Bible.

Art scholars have praised Azulejos for their artistic merit and historical value, noting that the tilework serves as a unique representation of Portugal’s rich history and culture. It is often considered as a form of folk art, and the intricate patterns and designs are seen as a reflection of the country’s heritage and identity. Azulejos is also known for its use of vibrant colors and intricate geometric patterns that make it a unique form of artistic expression. As such, this pattern is not just a decorative element but it has a deep historical and cultural significance.

The numerous buildings in Lisbon covered with azulejos may be visually pleasing, but it can also be an overwhelming and dizzying experience, raising the question of when does too much become excessive?

Porto streets by Eleni Afiontzi (Source: Unsplash)

The Azulejos fallacy

The main design principle of “Horror Vacui” is not limited to the physical world of tilework. It also extends to the way that startup founders approach building their products. Just as the Azulejos designers felt compelled to cover every inch of space with intricate patterns and designs, startup founders often feel a similar compulsion to add more and more features to their products, even if those features are not strictly necessary or do not directly contribute to the core user experience. Examples of this can be seen in product packaging as well as mobile apps. For instance Snapchat, which has been called “bloated” after adding a plethora of features such as filters and lenses, which while fun and engaging, can detract from the core messaging functionality of the app. Another example is in the e-commerce industry, where companies like AliExpress have added so many features and options to their platform that it can be overwhelming for users to navigate and find what they are looking for.

But why is this tendency so prevalent among startup founders? It all comes down to the “Innovator’s dilemma”. Startups are often competing against established companies with deep pockets and well-established brand recognition. In order to differentiate themselves and stand out in the marketplace, they may feel compelled to add more and more features to their products. This can be seen in the ride-hailing industry, where companies like Uber and Lyft have added a variety of services such as food delivery and scooter rentals, in an effort to differentiate themselves from their competitors. Another example is in the social media industry, where platforms like TikTok have added a plethora of features such as filters, effects, and editing tools, in order to attract users and stand out from other platforms like Instagram and YouTube.

But this desire to differentiate can actually be detrimental to the success of a startup. When a product is cluttered with too many features, it can be difficult for users to navigate and understand. Additionally, the added features can distract from the core user experience and make it harder for users to find the value in the product. It is a classic example of what I call the “paradox of choice” — the more options we have, the more difficult it becomes to make a decision.

This matters because in today’s crowded and noisy marketplace, the ability to stand out and be noticed is more important than ever. It improves comprehension, readability and clairifies key concepts. The companies that succeed are the ones that can create a unique, clear and compelling message and deliver it in a way that is easy to understand and act upon. The companies that are successful are the ones that are able to simplify and clarify their message, rather than complicating it. They are the ones that are able to focus on what matters most to their customers and deliver it in a way that is easy to understand and act upon.

Azulejos in Porto by Dominik Kuhn (Source: Unsplash)

Focusing on the core experience

But there is a way for startups to break free from this “fear of empty space” mentality. By focusing on the “jobs to be done” of their users, startups can prioritize the most important aspects of their product, and make sure that they are delivering the most value to their customers. Going from the “fear of empty space” to the “joy of empty space” around a core user experience.

Think about it: the Azulejos designer may have a desire to cover every inch of space, but at the end of the day, their primary responsibility is to create a beautiful and functional space for the inhabitants of a city. Similarly, the responsibility of a startup founder is not to add as many features as possible, but to create a product that effectively solves the problems of their customers.

By embracing the “jobs to be done” mindset, startups can break free from the “fear of empty space” mentality and build products that truly resonate with their customers. They can create products that are not only beautiful and complete, but also effective and valuable. A prime example of this mentality can be seen in Google’s Material Design guidelines, which focus on creating a simple and uncluttered design that places emphasis on user experience and functionality over excessive aesthetics. Another example of this approach can be seen in the use of “negative space” in the design principles of Apple, which are known for their clean, minimalistic and intuitive design that puts user experience at the forefront.

Startups that want to succeed in today’s marketplace need to focus on creating a simple, clear, and compelling design and streamline their key message. They need to focus on the core user experience and deliver it in a way that is easy to understand and act upon. They need to focus on what matters most to their customers and deliver it in a way that is easy to understand and act upon. If they can do that, they will be able to stand out in the crowded and noisy marketplace and be successful.

From tileworks to startups

In summary, the Portuguese Azulejos are closely linked to the “fear of empty space” as it emphasizes the importance of covering all available surface area with intricate patterns and designs. While this design principle is often seen and appreciated in traditional tilework, it can be a misleading design principle for startup founders in the way they approach building their products. This tendency to add more and more features can be detrimental to the success of a startup. To break free from this mentality, startups can focus on the “jobs to be done” of their customers and prioritize the most important aspects of their product.

As UX designers, it’s our responsibility to push the boundaries, to challenge what’s been done before. That’s why it’s important to understand the history and origins of principles like Horror Vacui. It’s not just about cramming a design with as much as possible, but about finding the balance between empty space and meaningful details. It’s about understanding that in the world of design, more isn’t always more. Sometimes, less is more. And that’s okay.

It’s time for startups to break free from the “fear of empty space” and focus on what truly matters: delivering value to their customers through a deep understanding of their “jobs to be done”. The key to success is not in adding more features and options, but in understanding the underlying needs and desires of the customer and delivering a solution that addresses those needs in a simple and intuitive way.

As Harvard Business School Professor Theodore Levitt had said, “People don’t want a quarter-inch drill, they want a quarter-inch hole.” And so it’s the same with products and services. Customers don’t want a product with a lot of features; they want a solution to their problem. Startups that can understand this and deliver a solution that is tailored to the specific needs of their customers will be the ones that truly stand out in the marketplace. And this is where the real opportunity for growth and success lies.

The views and opinions expressed in this article are those of the author and do not reflect the official policy or position of Google in any way.

About the author: Slava Polonski is a UXR Lead at Google Flights and a Fellow of Google’s People+AI Guidebook. He holds a PhD from Oxford University and was featured on the Forbes 30 Under 30 list. He is an active member of the World Economic Forum expert network and the WEF Global Shapers community. He writes about the intersection of UX, social science and technology.