When working on a new web design, it’s easy to get into the habit of using the first solution to a design problem that you think of. Often, this solution isn’t the best one either, and it’s common to see web designs that try to fit content into a design that’s not perfectly suited for it. This is an easy trap to fall into, especially when the time you have to deliver is limited.
So how can you avoid cookie-cutter designs and start producing creative solutions to best showcase your content? The best tool I find myself using again and again is forcing yourself to create several iterations of whatever you’re working on. That doesn’t mean creating three or four completely different designs, but rather a few quick, different versions of an element of your design, or step in your workflow. When I’m wire framing a design, my first sketch almost always turns out to be the least creative solution, because quite often the first thing that comes to mind is the solution everyone else has come up with. By forcing yourself to create several more iterations, I often find a less common solution that would work just as well, if not better.
It’s important not to get stuck on the details when you’re doing this. Instead of producing a finished product each time, try ditching your graphics program and using a pencil and paper. Sketching is a great way to come up with lots of iterations quickly. Volume is more important than quality here, as you can always come back to your favourite idea. Whenever a project schedule allows for it, I sketch out a few versions for everything I can, like headings, buttons, borders, decorations etc.
Another great way to boost your creativity is to use constraints. When a client gives you free reign with a design, it can be difficult to come up with creative solutions, as you’re faced with so many decisions at once. But when you have a set of constraints, like a logo, company colours or fonts and examples of what the client is looking for, you’re focused on finding creative ways to work within these constraints. So when you do have a client that gives you free reign, you can keep your designs focused and creative by adding some constraints yourself.
Try coming up with a colour scheme, fonts and style with combinations you wouldn’t normally use and stick to it. For example, limit yourself to only using flat colours with no highlights or shadows. You’ll find yourself having to come up with lots of new ways to achieve things, where you might normally use a certain technique out of habit, or because it’s popular.
Another technique that can be useful is forcing yourself to work with one aspect of the design at a time. Try only working with typography and layout first, in black and white, and push your design as far as you can before moving on.
Once you’re in the habit of breaking your design habits, it’s a lot easier to come up with designs that are more creative. So the next time you find yourself using a generic solution to a design problem, stop and re-evaluate if it’s the best solution for your needs.
About Joel
