For a long time, I’ve had the secret wish to take a year and be a fly on the wall in workspaces other than my own. Wouldn’t it be interesting to witness first hand the way a chef or a sculptor or a parade float designer thinks about a challenge? And not only interesting … I’m positive that this expanded perspective would develop my thinking and give me new tools with which to face the challenges my own work presents.
I can’t really take a year off … not without leaving behind important goals. However, I realized that even so, I could still be a fly on the wall. Over the next year, as I explore a variety of creative concepts (such as balance, which I’ve been looking at over the past few weeks), I’ll also ask a friend who has experience in another field to weigh in. The questions they ask are sure to power a few a-ha moments for us, particularly if we ask ourselves: What are the connections to my own work?
And thus, without further ado, here is the first of that “fly on the wall” series. This set of five questions is from Tim McCanna, who speaks here from the perspective of a graphic designer. He’s an excellent real-world case of what I’m talking about in terms of bringing ideas from one field to another, because he is now a children’s book writer, and much of the thinking he developed as a designer has proven invaluable to him as a writer.
Tim’s Graphic Design Questions on Balance:
1. WHAT IS THE CLIENT’S CORE OBJECTIVE?
This question constantly informs my decision making process as a designer. If I’m not keeping the client’s purpose front of mind, then I risk misrepresenting them to their audience. Every designer comes to the table with their own tastes and ideas. Our job is to balance our own creative influences and input with the client’s wants and needs.
2. WHAT IS THE SIMPLEST WAY FROM POINT A TO POINT B?
Whether it’s a logo, advertisement, or brochure, the moment I catch myself overcomplicating a design, I know it’s time to step back and re-evaluate how I’m approaching a project so that the message reads quickly and clearly. The trick is balancing form and function.
3. WHAT IS THE CLIENT REALLY TELLING ME?
Sometimes a client doesn’t think they know what they want, but they actually do. Other times a client thinks they know what they want, but they clearly don’t. Either way, you have to listen, be open, and offer them options to help them determine what works and doesn’t work for their needs. It’s a balancing act between gently coaching a client so they can communicate their needs while stepping back and just listening without intervening.
4. HOW WILL THIS PROJECT BE MOST SUCCESSFUL?
Any creative job has several moving parts. There’s the timeline and the deadline. There’s the amount of work hours the designer can invest in the job. There’s the budget the client can afford. There’s the creative expectations on both sides. Communication channels must be open. The designer must be honest about how they can best achieve the client’s goals, and the client must be able to respect the designer’s creative process. And the more people involved, the more complicated it all becomes! Setting up a clear plan from the start will ensure a balanced agreement between all parties. It’s crucial for the success of the work.
5. IS THE TEXT IN HARMONY WITH THE VISUALS?
A muddled, overworked, or disorganized design will surely hinder the clear message a client needs to convey to their audience. A designer is constantly keeping in check the balance of text, graphics, and images. Every choice from font size to image crop to logo placement impacts the overall aesthetic of the project. No stone can be left unturned. Every choice must be specific and deliberate. Design is art, and a designer must use an unwavering artistic eye to achieve a balanced end result that satisfies the client and connects with their audience.
Who’s Tim McCanna?
Tim McCanna has played many creative roles including those of actor, musician, musical theatre writer, graphic designer and dad. Now, he’s combining all those experiences into being a writer for children. He has several picture books under development. BITTY BOT, with illustrations by Tad Carpenter, is his most recent release. A sequel to BITTY BOT will follow in 2018. You can learn more about Tim at www.timmccanna.com.
