This reading describes how a design needs to have a “soul”, which to me in essence means that the design should have an underlying meaning – such that aesthetic decisions are made on a conceptual basis, and not just for purely visual reasons.
With regards to this, I feel that beyond just including a soul in the design, the narrative or story being told should be told in a simple way. Thus, this soul should be clearly described using the simplest way possible. An overcomplicated concept is likely to lead to a complicated product, which could carry too many concepts which choke each other out, reducing the sum total in terms of the value of the design.
Clarity of concept would, in my opinion, build a better design.