The magical smell of markers

I teach at Emily Carr University. I completed my undergraduate studies there when it was an Institute. Aside from the name and the fact that the number of students has increased substantially, I’m not certain that so much has changed. The halls of Emily Carr and other, even more venerable, institutions still regularly bear witness to exchanges where faculty deplore the lack of conceptual development in their students’ projects. Where are the sketches? Where is the tangible proof that various avenues were explored before settling on the chosen direction? Where is the big idea?

I realise this way of thinking is not shared by all designers. The truism that says that design is a dialogue and advertising a knock-knock joke is widespread and accurate in certain instances. However, there is much to be learned from the “keep going” attitude that exists in great advertising and that I was lucky enough to witness—and take part in—during my stint at Rethink.

Not every project warrants a big idea. Novels or signage are obvious examples of projects that might require pure information design, facilitating access to the content in an unobtrusive, engaging way. But other design projects fail without a driving concept and what better way to get to that kernel than by pulling out fragrant markers and darkening the pages of a Letraset pad?

Here’s why:

1. The markers smell good but are probably toxic so they might in fact enhance your creativity;

2. It’s quicker (no need to explain this, I’m sure);

3. There are fewer distractions (marker, paper, no Twitter. Enough said);

4. You can’t fall in love with your ideas. They’re ugly at this point, only the ones with true potential will stand out despite their appearance. And if you’re objective about the value of an idea you’re more likely to refine it until it’s ready to blossom into digital flawlessness.

My valedictorian speech at Emily Carr Institute ended with the observation that the greatest achievement we might hope for would be to go on as professionals as we did as students: to persevere until the security guard kicks you out. With a marker and pad you can keep going even after that happens.