Finding the right balance between being simple/unobtrusive and being sophisticated/featureful is tough for a lot of companies.
Take for example the latest fad of "Smart Watches". The two big contenders in the market are the Pebble and the Samsung Galaxy Gear.
The Pebble is not my first smart watch, it's my third. First was a Microsoft watch back in '04 which had very limited capabilities and still managed to crash almost daily. Second was Chronos, a watch with an integrated wireless radio and microcontroller (MSP430) sold by Texas Instruments as a development platform. It was an early prototype for what became Metawatch. Now I have the Pebble.
The Pebble is actually the first smart watch I've seen that gets it right. In comparison to its predecessors:
* It's small and light, like a watch should be.
* It's stylish. It won't stick out and call attention to itself.
* It's it's simple. You don't need read an instruction booklet to figure out how to make it work.
* It connects to your smartphone. It doesn't try to replace it, it augments the tools you already have.
* Most importantly: it works as advertised.
With the Galaxy Gear, I believe Samsung is actually regressing on the advancements made by Pebble.
* It's twice as expensive.
* It has a color touchscreen instead of a monochrome screen with physical buttons. There are four problems with this:
1. You can accidentally "palm" your watch.
2. The bright color screen makes is not subtle. It will stick out and call attention no matter what you do. It's a distraction.
3. You have to look at the watch to operate it, you can't just feel for the buttons and ignore a call or silence an alarm without breaking eye-contact with the person you're talking to.
4. All this unnecessary fanciness comes at the expense of battery life.
* The Gear has about 2 days of battery life compared to almost a week for the Pebble or MetaWatch.
* The Gear stuffs in a speaker, a microphone, a camera... basically it's trying to replace your cellphone, which you still have to carry around in order for the all the Gear's features to work anyways.
MetaWatch doesn't make nearly as many mistakes as the Gear. In fact, in most ways it's pretty similar to the Pebble. It also comes from a pretty good pedigree (electronics from TI, design from Fossil). Where they messed up is the software. Rather than focusing on just one thing at a time, they split the screen into four quadrants so they can present multiple tiny widgets at once. It makes the screen incredibly busy and unnecessarily complicated.
So if anyone is in the market for a smart watch, I would highly recommend the Pebble.
Why am I talking about smart watches in a thread about motorcycle HUDs? Because in trawling Kickstarter (where I got my Pebble) I came across the NUVIZ Ride:HUD, one of the HUDs described in the article. If the renderings they show are accurate, I think they're making the same mistakes as the Samsung Gear.
Instead of being simple, subtle, and unobtrusive, they're going for bright and flashy with a high-resolution color display. Instead of focusing on one simple task, they're trying to incorporate every feature under the sun. The Ride:HUD may be a fantastic technological feat, but it's flashy and distracting instead of simple and subtle. I don't see myself using a product like that.
The Skully looks like it suffers from the same problem.
On the other hand, Reevu's concept looks like something that I might be able to get behind. It's a subtle display of simple information. They're not trying to impress the user with fancy graphics, just efficiently convey the minimum information necessary. Reevu looks like the company to watch. If this technology is going anywhere, I predict it will go in the direction that Reevu is pursuing (at least until we can do real AR overlays with no perceivable latency).