• "Muses of a Midwestern Maker" - an Interview with Mike Perry

A sense of balance between pixels and pencil

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By Ziggy Nixon

Ben Schlitter is, in his own words, an artist that uses graphic design and illustration to portray ideas. Sounds pretty straightforward … until you take a good look at his full palette of offers, which includes conceptual design, print design, illustration, interactive design, motion graphics and typography. Schlitter is also well-known for his paintings, sketchbook "teasers", icons, 3D packaging and other tasty treats.

A self-professed constant doodler since he was a wee lad, Schlitter found inspiration in his rural Kansas surroundings (sounds like another Midwestern Maker we’ve featured!), especially in the grid-like farmland viewed from the window of his father’s airplane. Taking a journey through his works reveals, on many occasions, glimpses of these structures, along with various environmental themes which he likes to stress. Ben, can you describe how your design process has evolved over time? My process has remained roughly the same. I love to sketch – so all my projects begin with pen, paper and research. Of course, it is exciting to learn new tools but ultimately they are just tools that enhance the process rather than control it. Have you always been essentially computer-based in your design work (vs. illustrations or paintings) or has this changed, and if so, in what ways?

© Ben Schlitter

Most of my design has been and remains largely computer-based. One area which is different is with packaging projects, which are much more hands-on. I sketch by folding paper and only move to the computer for the final template and graphic creation.

Has there been a good balance from the start between designs you do by hand vs. via computer?

Well, my paintings are entirely hand-made and not aided by the computer in any way. This definitely helps me to preserve a balance. Also, I draw constantly, usually in the form of doodles as I take breaks from the computer. These doodles rarely end up in the finished designs but encourage a sense of balance between pixels and pencil.

As with many of the designers I most admire, I find that there is a refreshing "simplicity" in your work, among even your most complex projects, for example the "Geo + Info Postcard Project" or even the "Bicycle Race" Music Video (ZN notes this was not made for commercial use and is only intended to show off Schlitter’s skills ... plus, it’s really cool!). How do you keep your works simple enough but still capable of conveying the message the customer wants to get across?

I maintain simplicity by committing a great deal of energy toward a project's initial concept. This in turn becomes my guide and forces a simplification down to the necessary elements.

I like to think of design as something that is not finished when you have added everything you can. Instead for me a good design is finished once you’ve removed everything you don't need. I can't remember who said this but I think about it constantly.

Your design for the FHSU Art Department website is "familiar" in its form and functionality, while also being extremely detailed and carefully engineered.

FHSU website, designed by Ben Schlitter

How did you keep it so user-friendly? Because I approach design as a process that reduces complexity, I believe that an over-engineered design is usually not well thought out. As such, I hope my work – now and in the future – remains simple and understandable to my audience.

No doubt, projects will continue to grow in scope and, also, the number of components and collaborators involved will continue to increase. New technologies will be utilized. This can all add complexity if not handled properly, both from a design process point of view and also when looking at the finished product.

The "Geo + Info Postcard Project" has gained a lot of exposure over the past several months and there are many very good articles about it (for example this one). Without asking you the same questions that you've answered now a thousand times already, can you provide us with a quick run-down of this project?

I love the "Geo + Info Postcard Project" because it combines my interest in travel and the desire to design products that promote learning. This type of project is very important to my studio.

This particular project began as a poster design that would eventually "disappear" as people removed pieces and mailed them to friends. The idea proved more practical as a postcard set, which you see currently on the site. It has also been a very good self-promotion piece. Besides selling many sets of postcards, I received numerous freelance projects along with several full-time employment offers as a result of it.

Geo + Info Postcards Project © Ben Schlitter

I find it very interesting that you are so "giving" on your website. For example, you include links to your sketchbooks, provide downloads of many icons and desktop images. Why is that?

Well, it’s no secret that you can always find an audience when something is offered for free. But to be honest, giving away icons has been the best self-promotion I've done and it’s really helped to attract clients. You see, I try to get noticed without being annoying* and creating icons is a good example of this approach. (*ZN – note to self: must try this some time.)

Sure, the Web makes it very hard to share your work and not have it stolen. So I like to create things specifically for the purpose of being able to say "go ahead, I want you to take this". Does it keep people from copying my work? I'm not sure … but I know people enjoy sharing in my creations.

Gift box icons © Ben Schlitter

Most importantly, I want my work to be friendly. I want it to make people smile and think. So, I open up the door a bit and let them look in. Not too much but enough that they can sense my passion for design and love of creativity.

How did you get involved in packaging projects?

During my studies I worked on scores of packaging projects. I enjoy packaging because of its 3D nature. It challenges my mind to think in different directions while exploring and choosing which materials are best for the concept. It is very rewarding in that I get to control so many details. I also became interested in packaging so that I could promote myself properly with in-house packaging projects, such as the "Geo + Info Project" and the "Mini Sketchbooks".

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