One Idea Per Surface, At Most

We could pack endless content into our experiences … but people can’t absorb that.

A single idea in a gallery is powerful … but that’s not efficient.

How do we find balance? Here’s a loose rule of thumb:

One idea per surface, at most.

Spaces are often defined by planes. Each is one surface until it stops or folds. Present one idea per surface at most. “At most” means you can present one idea on multiple surfaces, or leave empty ones. But try this as a maximum.

Examples:

#1. We have a big LED display. We also have a donor wall to locate. There is room on the same surface as that LED. Leave it empty. Put the donors elsewhere.

#2. We have a long wall and a rich timeline. Put it on that wall. It’s one idea.

#3. We have a series of unrelated ideas. Artifacts, videos, images. Find surfaces so each gets its own. Or make the series into one idea.

Here’s the thing:
It’s hard to balance too much content and too little. But you can start to find balance with this loose rule of thumb:

One idea per surface, at most.

Warmly,
Jonathan