The Art of the Simple Idea TIPS FOR THINKING AND DESIGNING MORE SIMPLY YET CREATIVELY
Companion notes to the interactive newspaper art direction quiz, based on a presentation for the Society for News Design. When corporate design whiz - and New Yorker - Woody Pirtle gave a presentation to a graphic arts association in Iowa, this was the visual he created for the promotional poster. ("Chrysler building" + "corn" = solution!)		By Ron Reason For the Society for News Design When aiming for simple ideas (or any ideas for that matter) in art directing the newspaper page, try this process: 1) Define the story as best as you can, and list all key words associated with your topic. If there are two or more themes for your design challenge, make parallel lists of key words. Eliminate those you think are boring, are cliche', or have been done before, or any concept that is misleading or inaccurate. Free associate, and you'll find some interesting connections (such as the Chrysler building/ear of corn idea at left). Think of visual metaphors for your subject. Think opposites. Put a new spin on old, tired subjects. Associate visuals with the best of your keywords, and with your combinations of key words. Focus your ideas. 2) Write possible headlines, or ask your colleagues to do it, as you are brainstorming the visuals. Of course there's always room for revision later, but in the best layouts, the words and visuals go hand-in-hand. Collaboration is almost always the key. 3) Still stuck? Step away from it. You may be focusing too hard. Walk away from the challenge for half an hour. Let your mind wander to other things. Often the simple idea will pop into your mind when you have freed up a little cranial space. * REALITY CHECK! Just because a finished idea looks simple doesn't necessarily mean that it's quick or easy to arrive at. Often, great talent, dedication, perseverence and imagination are behind the best simple ideas. You don't have to include everything but the kitchen sink in your page design or photo collage. Sometimes, the kitchen sink alone may tell the story! For example, for a fall arts preview, do you always have to show all the themes of music, television, theater, fine arts, dance, etc., which often results in a complicated, busy layout? Or can you pick your one best image, regardless of the "art" it represents, and convey the other themes in headline type? Consider that standalone section covers have a different mission than other display pages; this includes business and entertainment supplements, special section magazines or tabs. Why? Because covers serve more as sellers and teasers of information, and often, the more literal design elements are allowed to run on inside pages (documentary photos, etc.) Also keep in mind that section nameplates and promo type must compete with your dominant image, which will (should) affect its composition. Simplicity in your image often benefits a cover design immensely. The simple idea doesn't have to be reserved for those deadline disasterswhen the "real art" fell through. Think from the onset whether a simple idea will work just as well as a big production number for your page design. If your paper is strapped for resources, propose the simple idea as a way to save time and energy. You may be able to buy back a lot of time, which you can spend on the story that truly does deserve the extra effort. (All pages are not created equal! All pages do not require an eight-hour shift!) Broaden your exposure to other fields of graphic design. Check out the AIGA and SPD award annuals. Subscribe to Critique magazine. Attend the How magazine design conference (it's in San Diego next June). Dive into the work you find in these places, contemplate it, discuss it in your newsrooms. No, not all the work will be directly applicable to the daily paper, but many topics are quite similar, will be worthy of discussion, and will provide inspiration.
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