105 Propositional Density

The relationship between the elements of a design and the meanings they convey.

• A proposition is a simple statement about a thing that cannot be made simpler. Propositional density is the amount of information conveyed per unit element.

• There are two types of propositions: surface and deep. Surface propositions are visible elements. Deep propositions are the meanings they convey.

• Propositional density can be estimated by dividing the number of deep propositions by the number of surface propositions. A propositional density greater than one makes things engaging and memorable.

• Strive to achieve the highest propositional density possible, but make sure the deep propositions are complementary. Contradictory deep propositions confuse the message and nullify the benefits.

See Also Framing • Inverted Pyramid • Stickiness

Barack Obama’s 2008 campaign logo has a high propositional density, a key to its success. There are three visible elements (e.g., blue circle), and approximately ten meanings (e.g., O for Obama, American flag, etc.). PD = 10 / 3 = 3.33.