Baskin Robbins has been an ice cream stable for years. For over 62 years, Baskin Robbins has been delighting their customers with irresistible ice cream treats. With more than 6,000 retail shops in 35 countries, Baskin Robbins is now the world’s largest chain of ice cream specialty shops. (1)
So why am I talking about Baskin Robbins? Believe it or not, there is a connection to design here. Why is it when I walk into their establishment, see the endless row of every flavor imaginable, (at last count it was 31 flavors and then some, at least according to the advertising jingle it is 31) I walk out with plain vanilla?! The simple point is this: too many options can overwhelm and impede our selection process.
Now let’s play devil’s advocate.
Dual Nobel Prize winner Linus Pauling said: “The best way to have a great idea is to have a lot of ideas.”
Some creative thinkers will come up with ten, a hundred, or even a thousand times more ideas than their peers. It is safe to say that even beyond that, those who have created the most are also the ones who have the most significant innovative impact. Reference the past and you’ll find several objective examples to support this statement; Pablo Picasso produced 20,000 pieces of art; Einstein wrote more than 240 papers; Bach wrote a cantata every week; Thomas Edison filed a record 1,039 patents. And yes, this statement holds true today too. Prince is said to have over 1,000 songs stored in his secret “vault,” and Richard Branson has started 250 companies. (2)
Our job as visual communicators is to concept unique, stand out, attention worthy ideas and bring them to life through effective use of type and image. We make connections to disparate objects by building an unexpected bridge between them. Only when the consumer is able to walk across that bridge will they understand the connection and see the wit behind the concept. The key is to find unique, unexpected connections. If the concept (the bridge) is expected, it is boring. If it is boring, no one will pay attention to it. If no one pays attention to it, you have not accomplished your communication goal. Finding that unique connection is where having lots of ideas pays off. As you are concepting, the wider the net you cast during your research, development and thumbnail stages, the more quality connections (bridges) you should be able to build. What we do is not just make things look “cool.” There is purpose, intent and strategy contained in the foundation of every bridge we build.
There is room in the design process for both the “Baskin Robbins 31 flavors and then some” scenario and the “have lots of ideas,” Linus Pauling approach.
As you research, concept and develop your initial designs, leave no creative stone unturned. This suggestion connects directly to Pauling’s philosophy. You have the freedom to explore if you are open to the possibilities. This is the point of the creative process where having an abundance of potential options pays off. You can blend, hybrid different ideas taking you in even more unique directions. Your personal exploration is your chance to push your concepts to the limit.
When the time comes to present concepts to your client, remember the “Baskin Robbins 31 flavors and then some” scenario. Be your own worst critic and identify the concepts that rise to the top, that build the strongest bridges and solve the communication challenge most effectively. In most cases, your client is uneducated in the art of visual communication. Presenting too many options can overwhelm your client forcing them to walk out of your meeting holding that vanilla ice cream cone.
Let me sum this post up with a final comment: anyone who knows me also knows I am a health nut. I couldn’t even tell you the last time I ate “real” ice cream and I actually think I’m lactose intolerant. For the sake of this discussion, taking some dramatic license to elicit my point was worth the white lie. In all actuality, I’d be standing in front of the 100% fat free, sugar free machine. In that scenario, there really are only two options: chocolate and vanilla. That’s kind of sad. :(
Below are some excellent resources you might want to reference if you are exploring thumbnailing and idea generation in greater detail.
9 Ideas For A More Creative And Effective Brainstorming Process
6 Tips to Generate Outstanding Ideas
Blog Resources:
(1) http://www.baskinrobbins.com
(2) http://timkastelle.org/blog/2010/08/the-best-way-to-have-a-great-idea/
I find that I tend to keep researching while I'm developing thumbnails and even while I'm deciding how to segue from the thumbnail to the final design.
ReplyDeleteThumbnails tend to start out as tedium for me. I have to get those first few initial forms of "vanilla" out of the way so I can get to the more unique combinations.
Researching is truly a part of the entire creative process. I often say that designers need to be transparent. By this statement I mean our visual voice needs to be present but we also need to allow the client's voice (brand) to show through. The only way to speak in the brand's voice is getting to know them via research. Often times we aren't the intended audience. Our point of view/perspective may not be relevant. Research allows us to clearly understand the intended audience. Thumbnails help to explore ideas.
ReplyDeleteI get that thumbnailing can be a tedious process. Remember, they are personal exploration, meant for your eyes only and are a way to get lots of ideas down quickly. Do they needed to be at a Michelangelo, Sistine Chapel level of execution? Of course not! You should see what some of my thumbnails look like!
Funny, I always get vanilla at the grocery store because I can dress it up in chocolate or a favorite jam, or just have the simple sweet vanilla by itself.
ReplyDeleteThis made me think about your blog about Mtv and related links. The blocky M is simple plain and can be dressed up for the season or any other event.
HMMMM-its got me thinking about something now. Have to go doodle.....
You mention simplicity in your post. There is a reason designing with a minimal aesthetic works for every element used carries much weight and importance. Find a design that is quite layered or cluttered and you can probably see individual elements getting lost or being visually overpowered by some of the others.
ReplyDeleteWhile the M in the MTV logo is often altered, filled with patterns and textures, this visual "fluff" is contained in the very streamlined, simple, easily understood M shape. That symbol is clearly recognized and understood when used as small as a postage stamp or as large as the side of a two-story building. When designing any identity system, legibility in many different scenarios (full color, black and white, motion, print, web, etc.) needs to be one of your goals.