With today's day and age, most apps are getting more efficient, too streamlined, creating instant gratification. There is lower decision making and greater impulsivity. The market place is competing for user's attention. Should we add complexity to our designs?
With Google creating big pop-overs that take half the page, to create stronger call for attention, this concern is something that needs to be addressed as consumers are getting "lazier". Are we creating a lazy society?
One aspect to consider is a slight variation in design to create complexity. Stronger design, something that creates more interest rather than less fatigue.
I think both of these concepts work, simplicity creates more attraction as it is simpler, cleaner and calls more attention to one or two things, whereas complexity can create interest as there is more.
One problem that I've run into in designing ME Keys is that I created a solution that was too simple, there wasn't enough complexity to it. For design to be effective, there needs to be an element of complexity to draw interest. If it is too simple, it seems less interesting.
However, simplicity creates a big draw, because of low decision fatigue, which is good for a call to action. Afterwards, when you have customer interest, complexity can be added to create curiosity. Curiosity is the cornerstone of motivation. When curiosity is gone, interest fades.
So, the issue really is, how to get and keep consumers, you will need to apply both simplicity and complexity to your design. Too complex and they will be frustrated, too simple and they will be bored.