> in my perfect imaginary utopia, products on shelves would have minimalistic (and standardized) packaging with no branding crap In the recent production of T

> in my perfect imaginary utopia, products on shelves would have minimalistic (and standardized) packaging with no branding crap In the recent production of The Handmaid's Tale, the handmaids do their shopping at grocery store (more like a commissary) that is as you described. I know it's context-dependent but the thing looks terribly bleak, and oppressive in that it implies lack of choice and in turn lack of freedom to make any choice. I would never want to shop there. I think the appeal of minimalist design is that it stands out in a field of non-minimalist (maybe more functional) designs, and one expresses his individuality with the choosing. I don't think we would prefer the world to look mostly like an Apple Store.