Pilfered Trigonometry Concepts
¥Philosophy » Well–heeled Design Methods
¥Philosophy » Mad Science Alchemy
I really liked trigonometry in high school…
Who knew. The coolest part was graphing equations—the idea that no matter how small or how large the number, it would never touch the vertical or horizontal axis. The curved line would continue on to infinity, growing ever closer to each axis, but never crossing the mythical planes.
Our pilfered trigonometric thesis states that all design—from conservative to the radical bleeding edge—can be plotted on the line. No matter how reserved or revolutionary a design, it cannot be purely controlled or purely unchecked. Even at the extremes of the visual spectrum, elements of the opposite will be found.
Let's consider two diometrically opposed clients, one a bank, the other an upstart snowboard shop. The bank's mission is to project financial stability and wise lending practices. A designer might create an ordered solution using muted greens and grays,with a classical typeface like Garamond or Baskerville. While effective, the solution doesn't quite hit the mark. Ever industrious, the designer suggests an asymmetric grid and using a block of type to create visual tension. Now the bank's brochure is communicating its core message and also a willingness to keep up with current trends. While not a radical departure, the unusual grid brings a restless spirit to an otherwise quiet solution.
Now let's look at the snowboard shop. The owners are avid snowboarders and fiery thinkers. They want an identity campaign that screams high energy. Our designer selects a deconstructed typeface that pushes the limits of readability and vibrant, clashing colors. Additionally she destroys any semblance of a grid, letting the solution run free across the page. In the midst of all this chaos, she realizes that the core audience will retain the message, but they still need to contact the shop. She reins in the typography with a respectable amount of leading and increases the contrast between background and type. By slightly checking her solution, she has positioned the snowboard shop to capture a much larger slice of the winter vacation pie.
Two different clients, two different solutions, one central truth. No matter what the solution, elements of simplicity and elements of complexity will always be present, in greater or lesser degrees.
But this thesis is only the first part of our design philosophy. Please review our methodology and mad science alchemy pages for a (much shorter) rest of the story.
