- A grid does not always need to be
a clear structure of columns and hang lines.
There are alternative approaches
that rely on experimentation or intuition.
These are no less valid than the traditional grid.
Like all projects, the approach
is defined by the communication.
The basic concept of a grid is to create cohesive structure.
Imagine that your client is an experimental
school of architecture.
Applying a rigid and traditional solution
will not communicate radical new ideas.
The solution is to use alternative structural ideas.
You might base the grid on something specific to the client.
Maybe the shape of the building provides the grid.
From this, you can create a grid that is not like any other.
The angles of the grid will provide the illusion of space
and can be dynamic and dramatic.
When I work in this method, I design the poster
based on a traditional, modular grid,
and then skew everything together to make the perspective.
Another concept is to create a set of rules
before beginning to design.
For example, I'd write out the rules first
then begin the design.
All date and time information must be 24 point Bodoni,
and placed in the upper right corner.
Any images must be the entire width of the poster
and hang from a central hang line.
All headlines must be 84 point Helvetica
and placed at the top left.
And all body copy must be eight point,
and sit in one central black column.
The result will be a design that is dictated
by rules and the grid,
not by any intuitive creative process.
This could be great or awful,
but it's a good way to break out of a creative rut.
Creative freedom is the great part
of alternative grid structures.
There is no wrong solution.
I can't guarantee that every solution will have
successful hierarchy and legibility.
But good design is the product of exploration.
And sometimes success comes from way of working
a 180 degrees from your comfort zone.