When to break the rules (Intentional creativity)

Key points

A novel idea isn't necessarily a great idea
Determine if it's a great idea by asking 3 questions
Can it cause confusion?
Does it add value aesthetically and/or strategically?
Do tests show a net-positive effect on business goals?

Be different... strategically. Be different... with a plan. A novel idea isn't necessarily a good idea. Change for the sake of change isn't always a good thing. This blog post is just a quick tidbit on when to break the rules and when to stick to the norms (i.e. How to be creative with intention as a designer). Applicable to web design, product design, app design, print design, marketing design and more.

The other day, I came across this pop-up...

Notice the curious location of the close button. Took me a couple extra seconds to spot it, even though it’s in plain sight.

I’ve been noticing a lot of odd close button positioning. My mind didn’t even recognize the one below as a clickable element for at least 3-4 seconds.

The upper-right corner of a modal is the unwritten rule for close button position. It’s what we’re used to.

This made me think... When does breaking the rules actually make sense?

So, I made a flowchart you can use:

Bad rule-breaking

Bucknell University redesigned their site to be more modern and minimal.... a little too minimal.

What happened?

UX tests by Nngroup showed that students couldn’t find the list of majors offered or the cost of tuition.

Good rule-breaking

Navigation links along the middle of the viewport on a portfolio site. Unique positioning indeed.

Impact

Out of the norm, but usable. Helps convey Huy Phan’s progressive/creative thinking as a freelancer.

The video version of this blog post: