Every project at the university where I teach design and typography begins with developing 3 concepts. I’m not alone in asking students to start here.
The convention is common. It's so common that nobody really thinks about why.
If they did, they wouldn’t stop at 3.
Yet, only a small percentage of my students actually develop 3 different ideas at the start of any project. Most don’t move past their first idea because, as they tell me, they “like it.”
Many of my students simply generate 3 variations of the same idea with subtle differences in style, color, typeface, or layout. This approach, while comfortable, often misses the point of creative exploration, limiting their understanding of the vast design possibilities within a given project.
It’s not just students.
As a consultant and business co-founder, I have led creative strategy and design for 25+ years.
Talented and seasoned professionals being paid well to solve complex design problems hesitate to develop and present 3 concepts.
The reasons vary—but the results are always the same. Like the students, this approach limits thinking.
In business, it also limits impact.
Consider these 3 options for this Detroit company.
I like all of them. I also liked a lot of the other options. It’s nice to like what you create, but that doesn’t make the ideas successful.
Criteria, business drivers, customer preferences, and client perceptions drive success.
How do you choose?
How does your client choose?
Don’t overlook how valuable this can be.
Here are 4 reasons why I always generate 3 or more ideas when solving a problem:
1) Stretch my thinking.
The first idea is usually the most conventional. Only after we have ruled out the obvious do most people feel free to consider unconventional possibilities.
When it comes to ideas, quantity is the most predictable path to creativity.
Aim for 10.
Consider 3 the minimum.
Create more options and you have more chances for success.
It’s that simple.
The trial and error of generating options gives you a deeper understanding of the elements you are working with.
Hamlet has been promoted thousands of times worldwide since the first recorded performance in 1607. Even so, there are still thousands of new ways to promote it.
Each of these three poster ideas above, which I designed for a Writers Theatre production, differs significantly. The more diverse your options, the broader your thinking, the more likely you’ll come up with something good.
2) Triangulate a business problem.
You aren’t creating options for the sake of creativity—you are aiming to solve problems strategically.
Many designers generate few ideas and then
obsess about refining them to perfection.
But what happens when the client doesn’t like what you like?
Problems are complex and multi-faceted. Three well-considered creative options allow you to walk the perimeter of the problem and develop a range of solutions inspired by new perspectives.
By testing different angles, you detect boundaries and spot opportunities.
Creative options are valuable ways to gather perspectives and help clients focus on what is valuable, authentic, and influential.
When Lettuce Entertain You was exploring how to evolve a single-item—Hong Kong-style bao—food kiosk in Water Tower Place into a full-scale restaurant near the Board of Trade in Chicago’s loop, positioning was more than a logo. But a logo is a good place to start.
These three concepts were more than logos—they were keystones to potential strategies. Each option uses the same typographic vocabulary but points to different possible directions.
The “o” is a good metaphor for the bao—a round steamed dumpling. On the left, the “o” becomes a smiley face—how you might feel eating there. The center option emphasizes the cooking process, steamed, and, in contrast to the dough, suggests thin and light. The third direction hints at cross-cultural fusion.
These aren’t simply concept sketches. They are Rorschach tests for figuring out what strategy resonates.
3) Make it easier for others to choose and move forward.
People think more clearly when there are 3 options.
Called the “decoy effect,” this behavioral nudge steers individuals toward making a choice. When people make decisions, their goal is not to pick the “correct” option, which is subjective anyway.
Instead, the goal is to justify the outcome of their intuitive choice.
Provide 3 choices, and you make that process easier.
The easiest first step in making a decision—
eliminating an option
Each path offers a unique experience, and the decision becomes about personal preference rather than searching endlessly for the ‘right’ choice.
I designed over 50 concepts when thinking through brand identity for a global innovator of silicon anode materials for batteries. Here are just three symbols from that creative process.
Developing so many ideas helped me expand my thinking.
But, when presenting ideas to the client, three options provided the necessary contrast to help make choices.
Consider how easy it is to eliminate one of these three options but not two of them.
4. Build a Habit
You won’t get better at this if you don’t start now.
Cultivating the habit of generating multiple ideas is essential for creative growth. Start with three. Build your creative muscle, making you more adept at applying this skill in complex scenarios. As this habit becomes second nature, it enhances your adaptability and problem-solving abilities.
Remember that the journey of developing multiple ideas is as valuable as the outcome. Each idea you explore is a learning experience, offering insights into your own creative process and the needs of your audience or clients.
By embracing this approach, you’re not just solving immediate problems; you’re also sharpening your creative instincts and building a robust toolkit for future challenges.