6 questions to ask when generating ideas

In a previous post, I wrote about some idea generation techniques. In this post I want to let you know about another technique that I find especially helpful when coming up with design concepts.

When generating ideas for logos, websites or printed material there are always some obvious ideas that would be labelled a cliché or not creative.

That is why you have to ask yourself lots of questions when creating a concept

Creativity is about making new connections between things or ideas. Hopefully the new connection is a useful one, but at the idea generation stage anything goes. A ‘far out’ idea may lead to a useful idea later.

I did an assignment at the university, where we had to choose a theme, and then create 50 images using that theme. I chose to use lemons, and some of the questions I asked was:

What if we substituted tomatoes with lemons on a sandwich?

Looks like the sandwiches are a bit bitter today…

Looks like the sandwiches are a bit bitter today…

What is lemons were spaceships?

They came in lemons… huge lemons.

They came in lemons… huge lemons.

Don’t these street lamps have the shape of a lemon?

These lemon trees look rather unnatural.

These lemon trees look rather unnatural.

What if lemons had a vicious enemy: the lime?

I may be green, but I have a huge knife!

I may be green, but I have a huge knife!

What if lemons where huge construction elements?

Let's put that lemon on top!

Let

What if lemons were the tools of the revolution?

Enjoy washing the lemon-acid off your wall!

Enjoy washing the lemon-acid off your wall!

Other questions to ask are:

  • What other uses do my subject have?
  • Is my subject similar to something else?
  • Where does my subject absolutely NOT belong?
  • Who else can use my subject?
  • Can a part of my subject be used separately?

It is often better to go through this process when sketching, as you spend less time on each idea. I also find it useful to have to come up with a certain number of ideas. That way I am forced to make creative connections.

So next time you are faced with a creative project, how about committing to come up with 50 or 100 or more ideas before you take it to the next stage?

How many different ideas do you usually generate when you start a new project?

Sticker design for the band Lesbian Pedestrian

Lesbian Pedestrian sticker on a concrete wall

The Norwegian band Lesbian Pedestrian approached me with the task to design a logo they could use on stickers, t-shirts and posters. They wanted it to resemble the Norwegian pedestrian crossing sign.

The original Norwegian pedestrian crossing sign

The original Norwegian pedestrian crossing sign

One of the challenges I met when designing this was the triangular shape of the sign. It’s spacious enough for one character, but two? I decided to make the characters smaller and with a lighter white stroke than the original.

When sketching , I played around with some positions and styles before I ended up with the final one. The bottom left drawing is the one I based the characters on.

When I say rough sketches, I mean just that...

When I say rough sketches, I mean just that...

I drew the women part by part in Illustrator using the pen tool. I also treated the name typographically in a way that can be used together with the image, or alone. The font used is Baskerville, a classic font that in its time was criticised for being rebellious and unreadable. I added little hearts on top of the i-characters to convey the love-theme in the image.

The logotype is based on Baskerville

The logotype is based on Baskerville

Sticker-image with text

Sticker-image with text

This is what Esben Rørnes in the band said about it:

The logo was unique, suitable, cheeky and funny. Very good! I especially liked the way it critiques prejudice—the colours, the chemistry between the girls, their clothes and attitudes. Working with you was without a hitch. Your first draft was nice, and you responded quickly with the revisions we wanted.

I have no problems recommending you to others!

Thank you Esben! It was fun working on this mark, and I wish you and your band all the best!

Typographic exercise: using type to express words

I am doing a class at the university about typography, and I’m loving it! There are many things you can express using typography. One of them is words. When you limit yourself to using only type and colour, you can create beautiful things.

Using only one typeface and one colour (Helvetica, red), I did this classic typographic exercise. Here is what I came up with.

The words addition and migration

The words addition and migration

Transition and contraction

Transition and contraction

Disruption and compression

Disruption and compression

Subtraction and elimination

Subtraction and elimination

Expansion and repetition

Expansion and repetition

Have you done a similar exercise? Did you use different words, or if you used the same ones, were your results different?

Legibility and readability defined by design-academics

This post is originally an essay I wrote for my typography class at the university. At the end of the post I list some excellent books on typography that I used as my sources.

Introduction

Readability and legibility are two terms used when describing the clarity of a text or a typeface. Although both terms relate to the same subject, they describe two different aspects of clarity. Legibility describes the design of the typeface, while readability describes how the typeface is set on a page. This post will explore the differences between the two terms, and look at how they relate to each other.

Text and display type

Whether type needs to be legible depends on its purpose. Strizver identifies two main categories of type: text and display. Lupton defines ‘text’ as ‘an ongoing sequence of words distinct from shorter headlines and captions’. Jury describes text typefaces as ‘perhaps the most conservative’ group of type. This is because familiarity is a major factor when determining readability, and this is the reason why ‘evolution in the design of text type has … been slow’.

Text type is designed to be legible and readable at small sizes. Display type, however, does not need the extreme legibility and readability needed for long blocks of text. In stead, this kind of type can be more elaborate, expressive and have a more stylish look.

The required level of readability, and especially the legibility, of type depends on whether it is going to be used as text or display.

Display type Rosewood STD

Display type Rosewood STD

Legibility

Legibility is a term that refers to the design of a typeface. Strizver identifies characteristics such as the size of its counters, x-height, character shapes, stroke contrast, serifs or lack thereof, and weight. Jury defines legibility as ‘the degree to which individual letters can be distinguished from each other’.

Strizver’s characteristics all relate to the ability to tell letters apart. Juryd escribes some of the concerns a type designer has to consider when designing a legible type:

Generally, the most legible typefaces are those with larger, open or closed inner spaces (counters). This inevitably means a generously large x-height. However, if the x-height is ‘over generous’ then, as a consequence, the ascenders and descenders will be too short. This not only adversely affects the legibility of individual characters … but also makes the recognition of word-shapes more difficult.

Capital Cs and Gs in Bodoni and Baskerville look similar.

Capital Cs and Gs in Bodoni and Baskerville look similar.

Jury goes on to argue that ‘problems of legibility are aggravated by intrinsic design features in some typefaces’. Examples are the capital C in Bodoni, Baskerville and Caslon. They have a lower serif that can confuse them with the capital G. Other examples include the cross-barred italic J of Baskerville and Caslon, which looks like the lowercase F, and the italic lowercase H of Garamond can be confused with the lowercase B.

Garamond italic h and b look similar,  and so does the Baskerville italic J and f.

Garamond italic h and b look similar, and so does the Baskerville italic J and f.

Strizver argues that legibility is more of a concern for type used as text ‘where the degree of legibility relates directly to holding the reader’s attention for the duration of the copy’. In order for the reader to bother reading a block of text, it has to be legible. If not, it is too much work.

Strizver notes that display type, in contrast, are ‘generally used for a few words in larger settings where the objective is to be instantly noticeable and convey a mood or a feeling’ . When it comes to display type, legibility is not as important as for text type. While legibility refers to the typeface design, the term readability is about how type is set.

Readability

Readability, in typographic terms, refers to how type is set, or arranged, on a page or a screen. Jury states that ‘good typography encourages the desire to read and reduces the effort required to comprehend. Comprehension is the reason for all reading’. In other words a text should ideally be easy to read and understand. The reader should not need to even notice the type, only understand the words.

As Lupton says it: ‘one of design’s most humane function[s] is, in actuality, to help readers avoid reading.’ Jury agrees and states that ‘all that type requires, finally, is to be readable’.

Strizver identifies some factors affecting readability: ’size, leading, line length, alignment, letterspacing and word spacing’. Other characteristics that help with readability are ‘clean, consistent, uncomplicated design features, more open spacing … and thin strokes that hold up at smaller sizes’. Jury states that readers’ ability to read quickly ‘depends very much on the order and arrangement of type begin “normal”‘ and that ’surprises are disruptive to the mechanics of reading’.

Because people learn to read through their lives, it is easier and faster to digest information in a format they are used to. This is why many text typefaces look ‘conservative’ and uncomplicated.

Both Lupton and Jury argues that there are several scientific studies measuring the readability of a text. Lupton states that a problem with the design industry is that it is ‘ruled, largely, by convention and intuition’. Jury agrees, and notes that designers do not regard scientific research as relevant, when it could help them understand better how type works:

[B]y understanding what factors are involved in the varying degrees of readability, the designer can make adjustments to ensure type functions efficiently where speed of reading and comprehension are of paramount importance.

Readability refers to how well a text is read, and the elements of typography that can improve this. Even though there is a body of research on readability, it seems like designers do not take sufficient advantage of it to improve their work with type.

Conclusion

Two of the most important aspects of type are readability and legibility. Legibility describes a typeface’s design, with all its individual elements. It also refers to how well individual letters in a typeface can be distinguished. Readability has to do with how the text is arranged. It deals with the size of the text, the space around it and so on. Scientists have done research on readability, but several typographers are upset that designers do not draw enough on this research when they design or set type.

List of references

Jury D, 2004, About Face: reviving the rules of typography, RotoVision, Switzerland.

Lupton E, 2003, ‘Science of Typography’, Print Magazine, Summer 2003, viewed 30 June 2008.

Lupton E, 2004, Thinking with type: a critical guide for designers, writers, editors, & students, Princeton Architectural Press, New York.

Strizver I, 2006, Type rules! : The designer’s guide to professional typography, John Wiley & Sons, New Jersey.

What do you think? Do you agree with Jury, Lupton and Strizver, or do you have other definitions?