Thinking About the “Box”.

Posted Tuesday, October 13th, 2009 in General

I don’t know if I’m alone on this one but I hate the phrase “think outside the box”. I think I dislike it so much because the box isn’t ever the same. As designers we feel so much pressure to be creative and hit a home run on every project that we often forget to think about the things that have always worked. There is a reason there is a box in the first place and why things are considered classic! It’s because they have always worked.

When I struggle for a spark I take a look at things I’ve done in the past that have worked well. Now, obviously, I don’t recycle an old design but I may use certain elements, themes or even color palettes to jumpstart a new design. I look at it this way, every time I start completely from scratch I have the possibility of a flop. I know that sounds really pessimistic but we’ve all been there. You get this great idea, run with it, make a great piece and get absolutely nothing for results and, let’s face the facts, results are what matter. Results keep people coming back to you for work.

So, the next time you are struggling, take some time and look over those projects that were successful. I even look at the ones that weren’t. Over time I can be more objective and reevaluate a project. You will see where you missed the mark more often than not and the ones that worked will really stand out too. Take some mental notes of these projects and then start your design. You will find yourself focusing on what works and really avoiding the things that didn’t. Over time you can turn “the box” into a treasure chest.