Onur Cobanli explains:
There are many quotes on design, including many of mine, on how good design is outright simple; but in many cases, this is not true at all; the real truth is that great design is very complex; it just looks simple; it is like an iceberg; a lot of it you do not see; because one of the elements of great design is to hide its complexity, to design it in such a way that it is easy to understand and use; that’s where the illusion of simplicity comes from; it is something complex but looks simple; and indeed to arrive at that simplicity, the simple look, there is a big cost paid, much research conducted, many experiments made. There is greater complexity; there are too many thoughts, mechanism, procedures and thinking that is required to make a great design so simple; there is always great complexity; it just looks simple; as it should be.