Too many times, creatives begin their visual explorations on a computer before having ideas fully formed. They worry about fonts, colors, and images before they even have a concept. Why do so many creatives skip a critical step in the ideation process and begin working on the computer so quickly? This, in my opinion, is due to either a lack of creative confidence or bad habits that were developed during their time in school or as young professionals. They start working with the end in mind rather than thinking beyond the obvious. They sometimes gravitate to familiar solutions that have worked for them in the past. Without careful consideration, this method of idea development may result in ideas that could be off-brand or off-target.
Why do I believe this? First, because I strongly believe that ideas developed in haste on the computer have a tendency to look too polished very early in the game. Second, because the hastily created concepts will most likely be piggybacking ideas that a designer was intentionally or unintentionally influenced by as they surfed the Web to visit creative websites (creativity-online.com, adsoftheworld.com, luerzersarchive.com, etc.) or flipped through Communication Arts, HOW, or PRINT annuals. Third, creatives sometimes feel the pressure of having to maintain a certain level of billability so they strive to knock out as much as they can in as little time as possible without taking the steps necessary to produce truly incredible work.
If your team is working up ideas by jumping directly onto the computer, sadly, in most cases they will spend hours trying to “polish a turd” in the hopes that the client will like something they have worked up. As creative lead, you should retrain your creatives to go about this process much differently. Get them to slow down at the beginning of the ideation process because in the end, the only idea that will see the light of day is the one that solves a client's marketing challenge.
Let’s examine one of the greatest techniques you can encourage your team to utilize as they work up their ideas—thumbnail sketching.
What Are Thumbnail Sketches?
Thumbnails are small-scale drawings whose primary function is to gather a lot of ideas on paper in a very short amount of time. In other words, thumbnail sketches are miniature drawings. I believe it’s one of the best ways to visually brainstorm because you should be focusing on overall concepts and layout massing instead of obsessing over elements such as fonts, colors, and specific imagery, the things that really don’t matter at the inception of a project.
When your team is thumbnailing they should simply let the ideas flow. This is not practice for honing their drawing skills; instead their focus should be on idea generation. Thumbnail sketches are quick and even somewhat sloppy, using basic shapes to make ideas visible (Figure 6-1). Your creative team should not spend too long on a single image. As soon as they get a feel for what the basic layout idea might look like, they should move along to the next idea.
Figure 6-1. Annual report thumbnail sketch
Why Is Thumbnailing a Good Thing?
To understand the benefits that come from pages of small, quickly drawn sketches, just consider the tunnel vision that results from skipping this step. When creatives rush to the computer to begin creating, they frequently produce the first thing that pops into their heads. In their rush to complete the task, they will work the assignment until it is nearly complete. This course of action results in knee-jerk ideas that result in creative solutions that are generally not very original or insightful and that lack the spark of insight that shows a true understanding of the client’s unique marketing position. The problem with this is that you can pretty much bet that the first idea your creative team produces is also the same first idea anyone would have when they are not taking the time to brainstorm ideas and develop unique solutions.
What’s worse, they tend to fall in love with the idea and will defend it as if it were a good solution. Don’t worry: it’s natural for them to feel this way. Our ideas are our babies. When we spend time nurturing one, it’s very difficult to just leave it behind—even when it doesn’t fully meet with the client’s expectation.
The main flaw with initial computer ideation is that the lack of critical thought put into idea generation. By “critical thought” I mean real in-depth criticism and logical reasoning. Instead, your creatives will come up with three quick ideas that seem viable, convince themselves that they’ve done their due diligence, and then decide which one of those three they can convince you to sell to your client. They might have been able to come up with ten ideas that were better suited for your client, but because they didn’t take the time to thumbnail at the beginning and work through several different directions, they just presented whatever they could throw your way.
Thumbnail sketching forces creatives to exercise our brainpower to tap into real creative thought by producing as many different variations of a concept as possible. With this method you have the benefit of looking at everything you can possibly think of and then making an intelligent decision about which ideas are worth pursuing and which ideas need to be dropped. If members of your team come up with similar thumbnail sketches, it could indicate that the idea is an obvious one that anyone could come up with. Eliminate it and encourage them to expand their thinking to less common ideas.
The Role of Sketching During the Ideation Phase
As a tool or skill, sketching has its role in the design process. That role varies depending on the end product being created, the size and scope of the project, the individual designer's style, experience, and workflow, and the client’s expectations.
A large project with a significant client budget will benefit from sketching throughout the ideation process. This ensures that before a massive amount of time is invested in refining a solution, a direction is first agreed upon with the client. Sketching can begin as loose gestural scribbles that display basic concepts then work their way into more detailed visual compositions. The sketching can eventually lead to more refined thumbnails after the initial direction is chosen.
For smaller projects, you may work up your sketches during your initial ideation phase, but because of the smaller budget you may not sketch as extensively. You can work through your sketches quickly and then begin to build your comprehensive designs on the computer. With quick designs you can begin to experiment with type styles and comp photos.
Save Time
I know. I know. You think you don’t have time to thumbnail. You need to get the job done quickly because you have a bunch of deadlines and other client work to get started on or complete. Your team might say they can’t draw or they aren’t comfortable using pencil and paper to come up with ideas. Maybe they’ll lament that they weren’t taught how to thumbnail in school. I call bullshit on most of those excuses. If done correctly thumbnail sketching can actually improve your timeline rather than blow it.
First of all, you don’t have to spend an entire day thumbnailing. All you need to do is dedicate a specific amount of time to idea generation. It could be ten minutes, an hour, three hours—whatever amount of time you want to spend. It’s up to you. Second, brainstorming can help end procrastination on a project. Procrastination often occurs because you are unsure of the assignment or your ability to find a solution. If you engage your brain and begin thinking through ideas by thumbnailing, you’ll find that once you’ve landed an idea, you can knock out a design much quicker and more confidently than if you had simply jumped onto your computer first.
When creatives begin brainstorming on the computer they typically spend time searching through thousands of fonts. They will work through a color palette that reinforces the job’s visuals. They spend hours searching through stock photo sites to find an image that will help lead them to a solution. These are all tasks that—although important for the completion of the assignment—should not be considered until a strong concept or direction is determined.
Developing Skills That Communicate Ideas Effectively
One of the saddest things I have encountered with the latest generation of creatives joining the fray is their lack of ability and desire to sketch. They not only don’t want to sketch, but they shudder at the idea of being asked to scribble up ideas. They lack motivation, and often times, don’t understand its value. That’s sad, man. Just sad.
Take heart, true believer, you don’t have to have the sketching ability of Michelangelo. As a matter of fact, if you can’t draw, you may have an easier time than people who fancy themselves “auh-teests.” Repeat after me: “It’s not about beauty, it’s about the idea. It’s not about the beauty, it’s about the idea.” I have witnessed creatives who consider themselves accomplished artists spending more time generating fewer thumbnails simply because they want to make sure every line is straight, every circle is perfect, every typeface is correctly represented, and so on. They strive for perfection because they feel they will be judged by their thumbnails; however, that’s not the purpose of thumbnail sketches. They are simply a quick way to generate lots of ideas in a short amount of time. The scribble shown in Figure 6-2 was created while my copywriting partner and I discussed ideas for an upcoming client proposal.
Figure 6-2. Don’t spend time trying to make thumbnails perfect. They simply need to be able to communicate an idea
The key is quantity over quality. I have nothing against great-looking thumbnails. In fact, I love checking out thumbnails and comparing them to the final product, but great artistic skills are not necessary to generate great ideas. Whether your creative team members are accomplished artists or a novice scribblers, make sure they remember that their goal is to get all of their ideas out and onto the paper.
No Tweaking
Don’t spend lots of time tweaking an idea to get it just right. If it’s not coming out the way you want it, bag it. If you start sketching an idea and realize that you hate it, resist the urge to erase it and start over. As a matter of fact, don’t use pencils to thumbnail; use a pen. That way you’ve not tempted to mess around with perfecting ideas at this stage. Maybe in a few hours you’ll look back on that sketch and see a solid idea in there. If not, be glad you moved on.
Happiness in Multiples
How many is too many? When you’re generating thumbnails, don’t stop at five or six. As a creative lead, you better have a lot more ideas rolling around in your cabeza than that. My undergraduate design professor, Louis Ocepek, had us generate 100 or more unique thumbnails for every single project. This is a number I have asked for from several teams in the past. Why? Because it works.
At least once, I’d like you to try and scribble out 100 thumbnails. Spend the time and try to get as close to 100 as possible. By the time you get to 25, you will believe there is nothing left in your head (Figure 6-3). If you push through to 40, you will be mentally exhausted. If you get beyond 40 you will be running on fumes, but the ideas will be coming from deep inside your cabeza. You might produce ideas that you had never even imagined because you’re too tired to censor yourself or worry about what others have done in the past. Try it at least once and see what you come up with.
Figure 6-3. Multiple typographic logo thumbnails
Repetition Is Not a Good Thing
When faced with the challenge of producing many thumbnails, you might start by working through tiny variations of the same idea. While this practice is typically what we have to do to develop logo ideas, when developing ideas for other advertising or collateral materials it is a somewhat worthless practice. You should be focusing on trying to come up with truly unique concepts. You can do it. Push your brain to produce concepts that are as different from each other as you can manage. Remember, this is brainstorming so there is no such thing as a bad idea. Have fun with it. Be weird. Go crazy.
Archive Your Thumbnails
If at all possible, save your thumbnails. As you proceed into the project, you might want or need to look back on them to ensure that you are staying true to your original concept. As projects progress, you might lose your focus and need to be reminded of where your idea started. Worst-case scenario, your client might dislike the direction you’ve taken and you may need to go back to the drawing board. It’s a good thing you have many thumbnail sketches to refer back to. They could provide a great springboard for more ideas.
Beyond keeping your thumbnails for a project, consider archiving them in more permanent forms. I have all of the hardbound sketchbooks I used for thumbnails, notes, and sketches in my office. For the thumbnails I have created on marker paper, I have an archival, acid-free museum box that I purchased many years ago to house those scribbles. Sometimes it’s nice to go back and visit my little nuggets of inspiration to see how things may have changed in my own creative development process.
Five Uses for Thumbnail Sketching
Typically, most creatives think of thumbnail sketches for use in generating layout ideas, but the practice is beneficial in most types of design. Sitting down with a pencil and sketching out dozens of ideas may seem like a very natural first step in logo generation, so why not apply this same technique to just about everything you design?
Logo design, headline type treatments, web pages, brochures, business cards, app interfaces, and character design are just a few of the tasks that can benefit from thumbnail sketching (Figure 6-4).
Figure 6-4. Thumbnails can start as a quick idea and a written thought
While there are many categories in which thumbnails can be utilized, the following is a review of five of them that immediately come to mind.
1. Concept Development
Sketching is an excellent way to quickly explore concepts. A couple of hours spent on concept development can help lead toward solutions for the marketing or design challenge you’re trying to address. Concept development is one of the most important steps in the design process. As previously mentioned, working through concepts on paper at the beginning of a project can help save time when compared to spending time trying to develop concepts on the computer.
To demonstrate an example of thumbnail sketching for concept development:
After being commissioned to develop a logo for Houses in San Antonio, a local real estate company, I explored more than 60 initial thumbnails sketches before narrowing the concepts down to just a handful of what I believed were the best visual solutions (Figure 6-5). During this phase, I explored iconic imagery, typography, and layout.
Figure 6-5. Sampling of the marks developed during the ideation of Houses in San Antonio’s logo
I then worked through several ideas. Through the use of thumbnails, I was able to work quickly and generate a multitude of ideas in a relatively short period of time. Because I initiated this assignment with thumbnail sketches I was able to generate and evaluate many ideas to determine which—if any—merited further exploration. Once I selected a few thumbnails that I believed were strong solutions that could be presented to the client, I moved to the computer to develop the marks (Figure 6-6).
Figure 6-6. Initial marks developed from thumbnail sketches
While computer programs are great for executing work, in my opinion, thinking on paper with a pencil or marker is always the place to start. Don’t rely on a software program to be the basis of your creative output. Practice good design… have a concept.
Remember: A computer program does not make a designer.
2. Composition or Layout
Thumbnail sketches are a quick way to create a basic composition for web sites, ads, out-of-home, brochures, posters, and so on to quickly evaluate layout choices. You can make a series of thumbnail sketches in various sizes to suit your purposes. As long as your sketches capture the necessary elements, you’re good to go.
Thumbnail sketches can be used for massing studies or general blocking sketches that show overall positioning of objects (Figure 6-7). I create massing studies when I am working up the layouts for web pages. This helps me determine the overall visual hierarchy of the page and how I would like to guide a viewer through the information. I utilize thumbnails for my massing studies before I work through the actual elements on the web page.
Figure 6-7. Massing studies for a multipage brochure project
3. Communication and Approval
While some agency people shy away from this, showing sketched thumbnails or compositions to clients can potentially save you a lot of time during the creative process. Some will say “the client won’t be able to visualize what you’re showing.” I do not agree with that mindset. As a creative lead, do not fall into the trap of thinking that your clients can’t visualize the beginning of an idea from a sketch. Keep in mind that in the case of showing your sketches to a client, it is not mandatory that you have more “polished” drawing ability to display your idea, but it doesn’t hurt if you do. This is in fact a case when you will need to have drawing ability to show your conceptual scribbles to the client for them to really grasp what you’ve created.
Showing your clients sketches can save you time. For example, if you, a creative team member, or one of your freelancers is going to spend hours on an illustration for a client project you want to make sure that the client is in agreement with the direction before moving forward. Getting approvals from clients is an important part of the creative process. I believe it can be done with thumbnail sketches—good ones. The more detailed the project the more I recommend securing client approval early.
Here’s how it would work in a perfect world: The art director and copywriter have brainstormed several idea for a project. The art director works out concepts and presents to the creative director (CD). The CD takes the sketches and presents them to the account team. If they are in accord with the scribbles, they go on to present the concepts to the client for approval of the creative direction. The client approves artwork before it goes to the next stage of development. This process saves time by solidifying an idea before going on to more advanced stages in the development of elements.
4. Visual Exploration
Sketching out ideas can be used as a journaling activity to record and explore your thoughts, interests, and plans. There are many types and sizes of sketchbooks available to you. Throughout my career I have made a habit of utilizing hardbound sketchbooks. Hardbound sketchbooks give you a safe place to place your notes and sketches that will last for years. Because of the hardbound cover, the pages are bound inside and they won’t fall out they way they do in some of the less expensive perfect-bound versions. You also don’t have to worry about a spiral getting flattened, which is a problem with spiral-bound sketchbooks. I have used sketchbooks that range from the cheap black books with white pages to Moleskines. They have ranged in size from small, pocket-sized books to 11×17-inch monsters. No matter the size, the key is to have a sketchbook with at all times. You never know when you will be inspired.
I have heard from novice sketchbookers that they worry about ruining their sketchbook with their bad sketches or random notes. They stress about marking on the pristine pages. I feel your pain. There is nothing like the beauty of a bright white page in a perfectly bound sketchbook. Oh, the smell of a new book or the feel of the toothy page. Ah, the heaven. The sweet, nerdy, creative heaven. Oh so good. While I understand your feelings about making that first mark in your book or continuing to use the book for any and every scribble, I don’t censor what I place in my books. They are repositories for ideas. My sketchbooks have always been the storehouse for my ideas. Whether I’m laying out a brochure, working up the user interface for a webpage, or quickly running through explorations for a logo design, my books are filled with ideas—good and bad.
A benefit of using hardbound sketchbooks is you can refer back to them. You can see your own creative process and remember things about your life during the period when you were knocking out those ideas. I have sketchbooks that date back to the late 1980s. No, we weren’t writing on animal hide back then. We actually used paper. As I flip through those books, I can remember the thoughts that went into those scribbles. You never know, you might be inspired in the future by a scribble or mark that you make today.
Here is a quick list of some of the items found in my sketchbooks:
Ideas that I had to get out of my head quickly. Sometimes I just need to get everything out just to clear my head and prepare for the next task.
Scribbles to explain an idea. When I am brainstorming with a team, I am drawing as we work through different ideas. To be able to explain what I’m thinking, I find that I can do a better job if I scribble the ideas to give them a visual reference for what I’m trying to explain.
Directions for art directors or production artists. When I don’t have time to create initial InDesign or Illustrator files, I rely on other creatives to execute from a sketch. I create quick scribbles that have enough information to get them started and depend on them to see it through to fruition.
Visuals to quickly get the creative team on the same page. When I am working with a larger group, if initial brand standards or a style guide have not been created for a client, I like to work through the visuals on a whiteboard with everyone involved in attendance. This is one way to get everyone on board while explaining the visual vocabulary for a client’s project.
Initial concepts prior to starting an illustration. If I have received an illustration commission or I am working it into a design gig, I will work up the initial concepts as sketches to get sign-off by the client before going to the computer.
Sketches to provide general conceptual explorations to a client. I sometimes like to give a client a preview of the creative work via a sketch. This is one way to give them a hint of the direction a project is going without showing them too much. This is something I do only with clients who get hung up on minutia very early in the creative process. Sometimes you can ease them into a creative solution by means of a sketch.
5. Refining Visual Solutions
The design process involves a series of visual refinements. Once a direction has been determined for an assignment, you can continue to refine the visuals through tighter sketches. Once you’re confident that you’ve taken it as far as you can, it’s time to head to the computer or hand it off to one of your art directors or production team to take care of developing the work digitally. Now the process of sketching moves into digital drafts.
Things to Consider When Thumbnailing
When (not if) you’re knocking out pencil sketches or if you are already utilizing them, here are eight simple things to consider:
Use a grid.
Keep your thumbnails in proportion to the actual size of the job.
Utilize shorthand for type (serif vs. sans-serif, leading, justification etc.).
Don’t worry about images with loose sketches.
Provide a contact sheet for images with tighter versions of the layouts.
Try different concepts to reach the client’s objectives and target market, not just variations of the same idea.
Be original, be creative, and have fun.
Visual Shorthand for Creative Communication: Examples
Although you don’t want to stress about how your thumbnails are arranged on your page, you might want to consider keeping them arranged in a grid. What I have found works best for me is utilizing 9×12-inch Bienfang Graphics 360 100% rag translucent marker paper. I have been utilizing Bienfang pads almost as long as I have used hardbound sketchbooks.
The beauty of using the Beinfang pad for thumbnails is you can place a piece of 1/4" graph paper underneath the page and use it to help you keep your sketches proportional. This is beneficial for you to design in proportion to the final layout. Figure 6-8 shows some of the shorthand marks I use when creating my thumbnails.
Figure 6-8. Thumbnail shorthand
A visual shorthand system can help you get your ideas out quickly and concisely. When you develop a system that works for you, you will be able to quickly jot down your ideas without having to worry about how you’ll remember to decipher your notes in the future. In addition, when you work with your team and they understand your visual shorthand you can leave notes or provide direction to them without having to explain every mark on the page. They will understand the difference between the shorthand for a headline versus body copy. They will be able to tell the proportions of the ad that you’d like them to create. Don’t worry about following the examples I have provided in the following. You create a system that works for you. Be consistent with it and be sure to teach your team what the symbols are so they will understand what you’re trying to communicate to them.
In a Nutshell
You may feel the overwhelming desire to skip working through your ideation process with thumbnail sketching and jump straight to the computer. Resist the urge. There is no quicker method for exploring multiple visual solutions than sketching. The larger an assignment, the more concepts you and your team will need to develop, the more thumbnail sketching will help you.
Putting your initial ideas into thumbnail sketches might feel like a pain at first, but once you get into the habit you’ll find that it’s not only enjoyable, but in terms of your creativity it’s also a worthwhile exercise.
While I am obviously a huge proponent of thumbnail sketching, I recognize that no matter what I say there will be creatives who simply do not feel there is any value in it. I ask that you at least consider it and try it for several weeks. You may be surprised to find that you like it. If, however, you have tried it for several weeks, and it’s just not something you or your team find is a valuable way to brainstorm and develop ideas, bag it. Don’t stress over it. Maybe you’re one of those rare people who can jump on the computer and make magic.
Just For Fun
Challenge yourself or a workmate to a race. One of you can use the computer while the other simply uses a pencil and paper. Your challenge is to develop four quick layouts of a poster for an event. Here is your creative brief:
Assignment: The Lake Titicaca Cultural Center is sponsoring a concert on the 5th of July. The band “Renegade Nuns on Wheels” is playing. The warm-up band is “the BLT Sammys.” Renegade Nuns on Wheels is known for their energetic acid rock style as well as their attire: camouflage nuns’ habits. They love black and white (of course), but also like to add red for a little shock.
Parameters: 11×17-inch poster, 1-color with bleeds
This is it! The big shebang! In the red corner we have a designer with a computer. In the blue corner, we have a designer with a Sharpie and a marker pad. Each of you now has the same information. Give yourselves 10 minutes and see who can complete the assignment first or who can come up with more design ideas. Ready? Go!