Tips to creating iconic designs from an amateur — From business to design, ‘streamlining’ is a buzzword that is well worth the hype in various fields. But time and time again, we all fall prey to overcomplicating business plans, marketing campaigns, manufacturing processes, or designs. Generally speaking, overcomplicated designs aren’t sticky, ergo they will not catch on or sell well. The curse of knowing a product so well is losing sight of the underlying need behind it. It’s easy to be carried away with information overload while attempting to show all the time, effort and thought that went into a design. But what is the critical mass of substance behind…