Screen 4.4: Signals Library

“If you can remove it and it still works, it wasn't essential.”

The Reduction Test is a design evaluation method where you systematically remove elements from a design until it breaks. What remains after everything non-essential is stripped away is the core of your design.

“Simple means you've done the work to find what's essential.”

Simplicity in design is not the absence of complexity — it's the result of ruthless editing. When clients say something is "too simple," what they're really saying is they don't trust it yet. Your job is to help them see the work that went into the simplicity.

“Does it work at one inch?”

A logo needs to work at every size, from billboard to business card. The Stamp Test is simple: shrink your logo to one inch. If the essential elements are still recognizable, it passes. If details become muddy or disappear, simplify further.

“Thick markers force commitment.”

Using thick markers like Sharpies on cheap paper forces you to commit to bold strokes. You can't fiddle, you can't be precious. Every mark matters. This constraint breeds creativity and helps you explore ideas quickly without getting lost in details.

“Quantity leads to quality.”

Before you start refining, you need options. The 50-Sketch Method forces you to generate 50 rough concepts before evaluating any of them. The first 10 will be obvious. The next 20 will push you. The final 20 is where the magic happens.

“Clients think they need a logo. They need a solution.”

When a client says they need a logo, that's rarely the actual problem. The real problem is usually about perception, differentiation, or communication. Your job is to dig past the stated request to understand what they're actually trying to solve.

“I didn't have a business plan. I had a question.”

Field Notes started from a simple observation: pocket notebooks looked the same for 100 years. I asked: what would a pocket notebook look like if it was designed by someone who actually uses them? No market research, no business plan — just a designer solving his own problem.

“I can reduce the scope, not the rate.”

Your rate reflects your value, not the project size. When clients push back on budget, offer to reduce scope — fewer deliverables, simpler solution. But never lower your rate. The moment you do, you've told them your original value was a lie.