A New Canon– December 9th, 2012 –
The evolution of the grid from geometric form and canons of page construction is quite clear. In no other period of history was the grid used as a core aesthetic as was in the 1950s and 60s where it emerged – almost simultaneously – from several design schools in Europe. From then, the grid system’s influence has been pervasive.
Today, the grid is viewed by many designers with equal amounts of distain and fervore. Its detractors – and there are many – claim a grid system is visual straight-jacket, designed to inhibit creativity and that using one produces dull work. Of course, I think that’s rubbish; there are no bad grids, just bad designers. In the hands of a competent designer, a well-constructed, considered grid system is the frame on which the fabric of the design is hung. It should create balance, provide landmarks and visual cues. It should allow the designer to exercise just the right amount of creativity and provide immediate answers to layout problems.
For the past 800 years, the printed page has been constructed in pretty much the same way; from the edges. The desire to create the most aesthetically pleasing book always starts with the size of the physical page. That page is subdivided to give us the optimum place to put our text and images.
Fast-forward 800 or so years to 1997.
The web is just about hitting the mainstream. I was working as a junior designer in a small firm in Manchester, UK. Typically, as the young guy in the studio, it was my job to create the websites for clients whilst the ‘serious’ designers looked after the large fee-paying clients on their branding, print design and advertising and what not. Remember, this is the early days of the web.
Designers who were exclusively designing for medium back then were doing what they knew; applying the rules of print design to the screen. We used tables for layout, shim-gifs and all manner of terrible ways to achieve our goal of ordered, controlled layout. And it drove us all crazy. And you know what? Despite all the great progress made in the last 15 years – web standards, inclusive design, UX, semantic thinking etc. – when you really think about it, as designers we haven’t really grown that much. Or rather, we’re still trying to force what we know into a medium that it doesn’t quite fit. Our practice of creating designs for the web is still mired in the great thinking that was done over the last 800 years. But who can blame us? 800 years of baggage is hard to get rid of! But that’s what we need to start doing; we need to start thinking in a new, and different way.
‘There is no spoon’
For print design, the ‘page’ is the starting point for creating your layout. The proportions define the grid within. The content is bound the book for pleasing effect. The ratio of the page is repeated in the smaller bodies of text for a feeling of connectedness when the reader moves from one page to another. For print design, the process of designing grids, and the layouts that sit on top of them, is a process with one fixed and knowable constraint: the Page. On the web, however, there is no page.
Consider the browser for a moment. The browser is a flexible window into the web. It grows and shrinks to the users screen size. The user can move it, stretch it, scroll it. The edges are not fixed. It is not a page, but a viewport.
Let us pop back to 1997 again. I’ve just been asked to design a website for a new art & architecture gallery in Manchester. The project is an exciting one, with some great potential for some really creative design and layout work. Typographically, it was a bit of a dream project. I’d been involved in the branding, the logotype design and the design work for the publications. I’d designed a grid system that would work across all of the media from flyers to signage – a kind of universal grid with the proportions of the logo as its starting point.
The time came when I had to knuckle down and design the web site. I started the design, as I usually did, on paper. Then Photoshop. Then Dreamweaver (trying to avoid looking at the code it produced – not because I was purist, but because it scared me to death!). The website design I created was based on a fixed width, fixed height modular grid. It had it all: ambiguous navigation, hidden content, images instead of text, all created with tables. It was cutting edge. But I know now, I hadn’t created a website, I’d created a brochure that happened to be on screen. I knew then, as I do know, that it was wrong. What I’d created had no place on screen at all – the wrong design for the medium. Instead of trying to understand the web, and the browser, I’d taken my existing thinking and shoe-horned my controlled design into it.
Now, let me ask you a question. If you replace Photoshop with Fireworks, Dreamweaver with Textmate, and tables for layout with Web Standards, how many of you are still designing this way? How many of you are still thinking of pages and edges? It’s ok. I am still, too.
800 years of baggage is hard to shed. There’s a lot of engrained thinking. Thinking that is, in fact, really great design and compositional theory. But, because of the attachment to the fixed page, we’ve not accepted the web for what it really is: fluid, chaotic, unordered, open. On the web, there is no page.
If there’s no page, no thing with edges, then how can we begin to define a grid? One of the goals – as described by Jan Tschichold – was to create a layout that is bound to the book. How can we bind anything on the web if there is no page from which to start? I propose we stop trying to find the browser’s edge. We stop trying to create a page where there isn’t one, and we welcome what makes the web, weblike: fluidity. We start creating the connectedness Tschichold talked about by looking at what is knowable; our content.
It has been said that as web designers, we’re not designing around content, but rather we’re designing places for content to flow into. Particularly in large organisations, it was commonplace for designers not to know what the content is, or would be, but rather, at best, they’d have some idea of how the content would break down. At worst, they wouldn’t have a clue and basically guess. ‘Oh, this is an article page, so it must have a bunch of headings, some body copy, some lists’. Feel familiar?
Separation of content and presentation is the mantra of the Web Standards movement. So you may think this disconnect started when the web standards movement was in full flow, but it started way before then. I look back at when I worked in web design agencies in the early 2000’s and, as a designer, I was off in my little corner designing the three templates that the client was paying for, and that the Information Architect had defined. I had wireframes of these exemplar templates and was pretty much following them the number. What I was doing was designing in the dark. I had my blinkers on. I had no idea what the content would be in 6 months, 1 year, 2 years time. In fact, I’m pretty sure the client didn’t, either.
What I was doing was designing a box. A straight-edged, inflexible box that couldn’t grow with the content as it didn’t take into account existing graphical assets, either. Thankfully, skip 10 years to the present day and things are getting better. We have content strategy. We have a relatively mature UX industry. As designers, we’re in a much better position to know, not just what the content will be right now, but what it will be in 1,2 ,3 years time. Now we have this knowledge, we can use it to our advantage: by using it to create our grid system.
A NEW CANON
I’ve talked about baggage. Hundreds of years of thinking in the same way: canvas-in. We’ve taken grid design theory from the world of the physical page and tried to make work in a medium where there are pages with no edges. A medium where the user is able to manipulate the viewport. Where context matters – is the reader sitting at the TV, a desk, using an iPad or hurredley walking from one meeting to another snatching some news on the way on their mobile device. Where do we begin to design on these shifting sands and still retain the reason for using a grid system? Before I get on to that, let’s remind ourselves what those reasons are:
Creates connectedness Grid systems help connect or disconnect content. They help people read and aid comprehension by chunking together similar types of content, or by regular positioning of content, they can help people navigate the content. Connectedness helps brands tell a consistent story in layout.
Help solve layout problems We all need answers to layout problems. How wide should a table be? What should the whitespace be around this boxout? Grid systems help us with that with predefined alignment points.
Provides visual pathways for the readers eye to follow A well-designed grid system will help use whitespace dynamically and in a powerful way. By filling a space with negative space instead of content, we can force the direction of the readers eye more effectively than anything else.
As with the printed word, the word on screen would benefit from some rules of form; a new canon of page construction for the web. A way of constructing harmonious layouts that is true to the nature of the web, and doesn’t try to take constraints from one medium into another. That starts with the content and works out, instead of an imaginary fixed page and working inwards. I’m going to repeat that, because it’s important: we start with the content and work out. Instead of starting with an imaginary fixed page and work in.
The new canon can be best described as an approach. A series of guidelines, rather than a single diagram to be applied to all. This first part of the canon are a series of design principles to adhere to. These design principles were created to provide a simple thought framework, an Idea Space; a set of guiding principles to be creative with.
Define a relationships from your content. If none exist, create some. A grid for the web should be defined by the content, not the edge of an imaginary page. Look to your content to find fixed sizes. These could be elements of content that is out of your control: syndicated content, advertising units, video or, more commonly, legacy content (usually images). If none of those exist, you must define some. Make some up. You have to start somewhere, and by doing it at a content level means you are drawing content and presentation closer together.
Use ratios or relational measurements above fixed measurements. Ratios and relational measurements such as pixels of percentages can change size. Fixed measurements, like pixels, can’t.
Bind the content to the device. Use CSS media queries, and techniques such as responsive web design, to create layouts that respond to the viewport. Be sympathetic to the not only the viewport, but to the context of use. For example, a grid system designed for a small screen should be different to that intended to be viewed on a laptop.
By using these principles to design to, we’re drawing closer relationships between our layout, content and device. Tschichold would be proud.
– This blog post is an excerpt from my upcoming book on designing grid systems for the web, published by Five Simple Steps.