This idea is a very basic one and with big repercussions – “make your site simple, this is, generally, the better strategy”.
“In a study by Google in August of 2012, researchers found that not only will users judge websites as beautiful or not within 1/50th – 1/20th of a second, but also that “visually complex” websites are consistently rated as less beautiful than their simpler counterparts.
Moreover, “highly prototypical” sites – those with layouts commonly associated with sites of it’s category – with simple visual design were rated as the most beautiful across the board.
In other words, the study found the simpler the design, the better.”
(source and more details: Why “Simple” Websites Are Scientifically Better)