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Cognition
The Magic Number
- @ccashdollar
- VP, Design
- Chris’s articles Feed
- Bio on Happycog.com
At the age of three I decided that three was the best number. This was based on sound science: my toddler-brain resolved that being 3 was the best age. This infatuation has stuck around for years, and now taken root in my design methodology. Ever since my first creative director demanded three different concepts, I’ve always subscribed to the Rule of Three (3): it’s my de facto way to structure process and unveil work to clients. Want Happy Cog to design your website? You’ll probably get three different solutions to choose from.
Of course there is a lot more to our process than that. During our visual design phase, the Rule of Three means distinguishing three unique but strategically related solutions. The ingredients for this cocktail can change. One project might be three different art directions built on the same user experience. Another might explore three very different user experiences, each with a similar look based on a well-honed identity. The three different designs fit together in a manner that presents a purposeful range. One might be structured on storytelling. Another might employ a highly focused primary navigation system based on key user tasks. We mix and match in a manner we feel will solve the important design problems while still exploring different conceptual directions.
Three provides the opportunity to solve beyond the expected. I can’t think of a project where it wasn’t worth our time to think beyond the obvious. When presenting our ideas, clients feel good because we are bringing some adventurous thinking to the table. We are exploring every nook and cranny, leaving no stone unturned. And my favorite part of this approach is that we involve the client in the decision-making process. They don’t feel like they are being dictated to or coerced into choosing our favorite design solution.
Irrational
I’m a practical person, and I realize that this approach has some painfully costly drawbacks:
- Time in total hours: Creating three independent stand-alone concepts uses a hefty share of the hours allocated for the design phase. Might those hours be more valuable later? Also, those extra hours add to our overall estimate, making it less competitive.
- Time in designer hours: Our Rule of Three also came with the stipulation that each design must be created by a different designer. That means that every new project immediately needs three designers. This can be very hard to plan for a shop juggling multiple projects.
- 2/3 of the effort is discarded: 99% of Happy Cog projects are structured around the idea of getting our clients to a good place, then letting the client take command. In many cases there won’t be a follow-up project. Unless some key ideas are plucked and saved from the unchosen directions for incorporation into the selected design, the work ends up on the design cutting room floor: unrecoverable and lost forever.
Rational
So what is a creative director to do? I love the range and quality of work that the Rule produces, but more often than I’d like, we find ourselves struggling to find the hours necessary to complete the design phase. We’ve tried some early phase intermediary deliverables like mood boards, and while they are great to get to an aesthetic earlier, the client doesn’t always understand them. Much like the glassy-eyed stare we occasionally get from presenting information architecture deliverables, early phase exploratory work is not always right for every situation.
We’ve also toyed with doing only one concept with multiple iterations. When I casually polled my Twitter followers this was the most popular process. Perhaps it is because of faster timelines, tighter budgets, fewer people working on a project, or all three. I don’t know if they’ve ever tried the Rule of Three.
And this makes me a bit sad.
I think of all the amazing work that will never be conceived. Or amazing work that was conceived but not nourished. Or amazing work that was never shared with the client to discuss its possible merits. How many great ideas never made it past the perhaps “too-quick-to-please-the-client” design director?
Designers should attack projects with obvious gusto. The best ones will always want to push boundaries and expand their range. With only one solution provided, is there a possibility that they might rely on their strengths and not stretch themselves? My experience has shown me that supporting this type of design process is a surefire way to ensure my team and I don’t grow.
Rationale
Thankfully, process is something we love to scrutinize here at Happy Cog. Expect my future Cognition posts to expose some of our tweaks and experimentation with the Rule of Three. And I’ll happily surface the realities of our process, as pretty or ugly as they might be.
Meanwhile, I’m still going to fight for stickin’ with the Rule. Quality and quantity still reign in this agency. But I concede that tough times call for more focused efforts. When you deliver one direction, are you confident it is the best direction? Is your design process ensuring that the sole idea is as strong as it can be? Or are you a Rule of Three believer, like myself?
43 Responses
'3' is Creative Director @ccashdollar's magic number. Find out why on today's #cognition
Thu, October 28, 2010 11:54:55
'3' is Creative Director @ccashdollar's magic number. Find out why on Happy Cog's #Cognition blog:
Thu, October 28, 2010 11:56:37
Also, check out some of the commenting tweaks we've made to #cognition. We think you'll like what you see.
Thu, October 28, 2010 11:58:03
Missed a major drawback: the Frankendesign. I am however a believer in the process, and surprised it's not more common.
Thu, October 28, 2010 12:09:10
3 is most definitely the magic number. Any more than 3 comps can be more trouble than it's worth. #cognition blog: #in
Thu, October 28, 2010 12:20:41
I like the golden ratio in the image :-)
Thu, October 28, 2010 12:49:47
A golden ratio is better than a golden shower.
Thu, October 28, 2010 12:57:00
Love working in 3's. It forces our babe designer to explore new ideas and techniques.
Thu, October 28, 2010 12:57:22
Great post on wizardry and magic in design – oh and the rule of thirds of course – by @ccashdollar
Thu, October 28, 2010 1:01:04
3. That's the magic number. Yes it is. It's the magic number. Somewhere in this hip-hop soul community...
Thu, October 28, 2010 1:02:58
3's the magic #
Thu, October 28, 2010 1:17:23
I myself prefer 3.33... repeating of course.
Thu, October 28, 2010 1:21:25
Having 3 designers each make 1 design works, but it's hard for 1 designer to make 3 good designs. Interesting, though!
Thu, October 28, 2010 1:22:18
3 solutions sounds lovely but the harsh reality of tight budgets often forces you to focus on one idea, so make it count
Thu, October 28, 2010 1:28:56
Good Read! The Rule of Three at work for @ccashdollar. Must admit I prefer to self-edit down to the strongest solution.
Thu, October 28, 2010 1:38:34
Interesting. Thanks for the insight, Chris!
Thu, October 28, 2010 2:02:45
Another useful article : Excellent Read -- on the Rule of Thirds, wizardry and magic in design /via @behoff @ronicadesign
Thu, October 28, 2010 2:02:47
I'm jealous of @ccashdollar he has the coolest last name ever. Oh, and his post on @happycog #cognition is pretty cool too
Thu, October 28, 2010 2:16:02
Excellent article, @ccashdollar. Perhaps a bit in a contract about the unused art, put to an educational or portfolio?
Thu, October 28, 2010 2:35:01
In my opinion, unused design ideas are just great kids without a home (yet). My friend @ccashdollar in praise of 3.
Thu, October 28, 2010 3:17:37
Frankensteining or as @mleland called it "Frankendesign" would be a good follow-up topic to this article. Good idea?
Thu, October 28, 2010 3:19:00
Agree that event the unused work yields something. Only present as many comps as you love, a wise man once said...
Thu, October 28, 2010 3:20:58
Nice piece on design's magic # 3, by @ccashdollar. Also cool: tweets as comments. (Or, you can respond w blog post...)
Thu, October 28, 2010 3:25:27
Excellent thoughtful post by my colleague Mr. Cashdollar. My favorite number is three as well!
Thu, October 28, 2010 4:02:13
@ccashdollar Definitely a good idea for a followup. Also appreciate the tweaks to the comments, very nice.
Thu, October 28, 2010 4:25:25
Producing 3 concepts rocks but if there's no budget for 3, how about 3 fleshed out mood boards to explore approaches?
Thu, October 28, 2010 5:02:37
Inspiring thoughts by @ccashdollar
Thu, October 28, 2010 5:04:41
3 is the Magic Number - interesting theory. also great song by De La Soul
Thu, October 28, 2010 7:05:23
I'm curious: If Designer A's comp is chosen by the client, what does Designer B's role on the project become?
Thu, October 28, 2010 7:27:39
I'm into the rule of 3 as well. It's a luxury we should all be lucky enough to have. One day I'll taste it. ♥
Thu, October 28, 2010 7:42:35
Does the rule of three, a principle in writing, actually belong to the design process?
Thu, October 28, 2010 7:47:58
I have always followed the 3 option rule. Client management/strategy will usually stop any bad design mashups#goodpost
Thu, October 28, 2010 8:10:17
#cognition shares happycog's forefront experiences and workflow. Priceless lessons for small studios like ours!
Thu, October 28, 2010 11:57:48
can we know who did the illustration for the posts on cognition?
Fri, October 29, 2010 3:33:48
I normally reject the other 2 while drawing mockups. Also if the client is to use one, why not focus all energy.
Sun, October 31, 2010 8:26:41
In his article “The Magic Number” Chris Cashdollar argues for and against using the “Rule of 3″ as a webdesign process principle at Happy Cog. During my studies at Aarhus University I have learned to explore one design and develop it iteratively in cooperation with users/customers. I would therefore support the majority of Chis’ Twitter followers in his poll, because I think one design developed iteratively is the most effective development process... More →
Mon, November 01, 2010 4:05:02
Mmm. 3 concepts is often 1 good idea and two half efforts. 3 concepts is great... as long as they are all solid concepts
Mon, November 01, 2010 4:27:24
This idealized design process seems to require a hefty budget. Variety is worth compromising for low-budget clients.
Thu, November 04, 2010 1:18:33
Great article.
Fri, November 05, 2010 9:21:36
Great perspective on structuring the design process from Happy Cog's @ccashdollar
Sun, November 07, 2010 3:10:02
Having a solid web design process is critical for efficiently creating quality work. On Happycog’s Cognition Blog, Chris Cashdollar posted about their process of creating three unique designs to present to a client. When I first started doing freelance work for clients I followed the rule of three without question, but over time I’ve changed my process based on the project that I’m working on. More →
Mon, November 08, 2010 12:34:57
ideally, quality over quantity, but ultimately, successfully balancing all project requirements trumps. nice blog post..
Tue, November 09, 2010 9:52:32
Test comment
Mon, January 17, 2011 7:57:13