A Design in the Life #7

Is our world full of constraints?

When conducting workshops to generate new ideas or explore new business ventures, there tends to be a significant difference in idea generation between startup companies composed of young members and conservative large corporations with a middle-aged workforce. It is often believed that startups with a younger demographic come up with more free-spirited and grand ideas, while participants from conservative large corporations tend to propose smaller, more realistic ideas.

Based on the experience of many workshops, the reality is often the opposite. It is observed that young startups often generate smaller, more focused ideas, while conservative large corporations produce unexpected and unconventional ideas. Both cases are influenced by “constraints.” In startups where resources, both human and financial, are limited, they need to be resourceful and quickly move forward within their means.

On the other hand, conservative large corporations may have the budget but face different constraints such as risk aversion, internal politics, and the need to persuade executives. These everyday “constraints” may have an impact on one’s thinking, idea generation, and ultimately, creativity.

Many people may be familiar with the “COUPY-PENCIL” by Sakura Color Products Corporation, a colored pencil beloved worldwide since its release in 1973. The largest commercially available package of COUPY-PENCIL typically contains 60 colors, but there have been limited editions with 72, 90, or 100 colors for special occasions. The versions commonly known for children include sets of 12 or 24 colors in a tin can, as well as sets of 8 colors in a paper box with an easy-to-open lid for toddlers. Although rarely seen in Japan, 18 or 15 colors are the typical color variations for COUPY-PENCIL in Western countries.

Adults tend to think that having more color options provides greater freedom and enhances creativity. However, when observing children, it seems that having fewer color options allows them to quickly choose colors without hesitation and start drawing. Once again, we can see how the “constraint” of limited colors actually stimulates ideation and decision-making.

By looking around our surroundings, we can realize that even constraints that may seem meaningless actually serve as stimuli for generating ideas and bringing out creativity.

In the realm of product development, design, and various creative endeavors, imagine what could be created if there were unlimited budgets, unlimited human resources, and unlimited time. While certain projects, such as the development of new medicine, require substantial budgets, extensive research and development, and years, many projects need to be completed with limited budgets, limited resources, and deadlines.

Furthermore, in the case of physical products, there are constraints related to materials and printing techniques. In the case of internet-based services, there are constraints related to available tools and the presence or absence of cloud services. There are also instances where even with brilliant ideas, they cannot be realized with current technology. For example, even if someone says, “I have come up with an innovative travel service!”, the ability to instantly teleport like the “Anywhere Door” seen in comics cannot be achieved immediately, no matter how much money is invested.

Intentionally leveraging constraints in creativity

LEGO

While LEGO blocks now have a wide variety of parts available, in the past, they relied on basic blocks and various creative techniques. The LEGO block advertisement that won the Cannes Lions International Advertising Festival in 2006 was created by the American advertising agency Blattner Brunner. It quietly expresses the infinite imagination of children (and adults, of course).

I believe no explanation is necessary, but just to be clear, this advertisement shows that with a few blocks that have limitations in color, shape, and size, you can create anything as long as you have imagination! It embodies the spirit of LEGO.

X (former Twitter)

When we hear the word “constraint,” many people immediately think of the 140-character limit (now 280 characters for English) for a single post (tweet) on the social media platform X. (Originally, X had a 140-character limit for English, but it was expanded to 280 characters in 2017. Currently, X is in a state of confusion, with concerns that certain posts may have a limit of 4000 characters, losing the essence of “constraint.”)

This limit of 140 characters is said to have been derived from the average number of characters written on postcards exchanged in the United States. It was considered to be the perfect number of characters to convey a minimal message. Of course, it was also a decision made considering technical constraints such as database capacity and information update speed.

Haiku

Haiku is a short poem consisting of 17 syllables in a 5-7-5 pattern. It has been used to express various emotions and techniques, from depicting the sorrow of a salaryman to the lyrics of popular songs. There is a form called “Haiku” that is enjoyed by some, in English and even other languages. In the case of English, there is no character limit, but it follows a similar structure to Japanese haiku, including the use of seasonal words and the 5-7-5 syllable pattern to create a rhythmic composition.

There are also similar forms of expression, such as the six-word story “For sale: baby shoes, never worn,” and Flash Fiction, which is a short short story with a limit of 100 or 1000 characters.

YDays

At YDays, where daily drawing prompts are given with constraints, people from all over the world enjoy creating artwork with ingenuity and creativity. The challenges presented can be unexpected, such as the prompt to create using only diagonal lines, and it is essential to be amazed by the creative results.

Business Cards

The business card, which is a unique aspect of Japanese business culture, is a small piece of paper measuring 91x55mm that contains the necessary information and design. It is a creative endeavor within the constraints of size, and sometimes even the paper quality and printing are carefully considered. (In North America, the size is 89x51mm, in Europe it is 85x55mm, in Korea and Northern Europe it is 90x50mm or 90x55mm, and in China and Taiwan it is 90x54mm.) Designers who specialize in business card design seem to enjoy working within these constraints and find it creatively stimulating. Do you feel the same way?

Unleashing creativity through self-imposed constraints

When you look around you, do you see people who constantly complain about not having enough budget, time, or resources? I myself once sought advice from a mentor, asking, “What do you do when you’re extremely busy with work?” To my surprise, they responded with unexpected advice: “Take on more work, increase the number of projects.” I was left speechless. However, this advice holds significant meaning. Instead of giving up just because you’ve surpassed certain constraints or limitations, it’s about reevaluating the constraints and limitations you believe exist and finding ways to be more resourceful within those limitations. The idea is that within these limited constraints, you can find better ways to work.

One of the founder of X (Twitter), Biz Stone mentioned below:

Constraint inspires creativity. When our backs are against the wall we come up with some amazing things.

However, having too many constraints can lead to despair and resignation. The three elements typically emphasized in most projects – quality, cost, and time – are interrelated. If you strive to create something of very high quality, it will require either increased cost, more time, or at least one of the two. Furthermore, if you aim for high quality within a short timeframe, the cost will skyrocket. Trying to complete a project quickly without investing much cost will often result in sacrificing quality.

The title “How Constraints Drive Creativity” can be rephrased as “Creativity stimulated by moderate constraints.” When you find yourself unable to come up with good ideas, solutions, or designs, it may be helpful to impose some limitations on the current situation and narrow down your thinking to spark new ideas. It’s not about having your perspective limited by constraints or obstacles, but rather about having fewer things to worry about and being able to focus on the essential elements. In other words, it can be said that your thinking and perspective expand. You might feel like saying, “Instead of saying that, give me abundant budget and time!” Think about the moments when your creativity shines. There are times when you can overcome even absurd constraints with resourcefulness and creativity.

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In “A Design In The Life” series, we will provide hints on improving the resolution of the design experience from the perspectives of both designs in daily life and design in digital space. If you have a topic you would like us to cover, please let us know.