Structure and Creativity in Design
I absolutely love stories. I’m someone who can get completely and entirely lost in a good book, audio story, movie, tv series, etc. Anything that tells a good story (and tells it well) will almost always capture my attention. Because of this love for stories, I have spent a lot of time deconstructing and analyzing stories. I approach my favorite stories with questions like, “what makes this so special to me?”, “why does this story work so well”, and “what does this story do differently where other’s may have fallen short?” When a story falls flat, I like to ask myself why it did not achieve what it set out to be.
What does this approach to consuming stories have to do with digital design? Well, looking past the broad discussion of how design tells its own sort of story, I think this same approach can reveal a few important aspects of design.
One of the very most important things I have found with successful storytelling is structure. Many times, people will demonize the concept or idea that a story (be it film, tv, etc.) follow a formula. And while formulaic storytelling can feel very old and dull, structure is very important. Structure and formula are not the same thing. A formula is often too detailed and will constrict you to specifics that must be included. Having to follow a formula in storytelling or design will often feel like a straitjacket, and the end result will be unoriginal and often entirely uninspiring.
Structure, however, is not a straitjacket. Structure is the barest of directions. Structure helps you to build the foundations you need for the reader/viewer/consumer to understand what you are wishing to convey. This structure is then built upon and decorated in however an elaborate or simplistic way you wish.
Structure is not the enemy to creativity and expression. Structure is what gives form and substance to imagination. Without structure, ideas just jumble together into a mess not all consumers will understand.
In storytelling, there are many different styles and structures that can be followed. The barest of structure dictates that a story have a beginning, a middle, and an end. More detailed structure will break these portions down into inciting incidents, turning points, beats, scenes, acts, etc. These more detailed structures can be shifted and molded to fit the specific story being told. Just as a house being built may come in different shapes and sizes. The structure will come in different shapes and sizes but will retain the same general outcome.
In design, it is important to be aware of structure. There are certain ways that consumers are used to seeing things. Certain traditions and customs are built through habit and repetition. While it may be bold and exciting to jump into a new way of doing things, it must not come at the expense of being accessible to the consumer. Structure can help keep our designs formed in a way that consumers will understand and be able to engage with.
Structure is not an unbreakable iron cage. It is the foundation we build on to showcase our creativity. We can’t allow ourselves to get too caught up in following a formula to create a ‘perfect’ design- but we also need to be aware of and use important structures that will help us create the best designs we possibly can.