Keep it simple, stupid. An old well-known business phrase that often rings true with design.
A growing trend in web design is that of minimalism, creating a design that is simple and sophisticated – letting the content speak for itself.

Benefits of keeping it simple

This design trend encourages the designer to pare everything back to what is essential.
The user isn’t subjugated to a disparate array of messages, but instead is delivered a single-minded proposition.

Being simple doesn’t mean being stupid

Minimal design is all about balance, whitespace, and contrast.
Simple design exudes confidence, a confidence in your product or service so that it doesn’t need to be dressed-up with superfluous imagery. The challenge of making simple website designs is in the editing process and in having the courage to rely on strengths of your product or service.