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Ask the Expert – Design Discussion with James White

Ask the Expert is a popular series here on Design Informer. “Design discussion” is the theme for this interview. The renowned designer, James White is this week’s expert.

James White is a graphic designer from Halifax, Nova Scotia, Canada. His personal art and design ambitions has landed him in many worldwide creative publications such as Computer Arts magazine, Computer Arts Projects, Advanced Photoshop magazine, Wired UK and the spanish DT Platinum magazine where he was included in their ‘21 People of the Century’ article. Additionally, James was also named as the Best Visual Artist in The Coast’s ‘Best of Halifax 2009’ readers poll. James White also maintains a popular design and inspiration blog called Signalnoise1.

Also consider the following Smashing Magazine articles:

James White and the Design Process Link

Jad: James, first of all just wanted to thank you for doing this interview. I absolutely love your designs. Let’s get started. Can you give us a little background of your training in design? How did you get started with it all?

Thanks very much for the opportunity to speak to your readers! My creative side started very early on, as soon as I could hold a pencil at the age of 4. I didn’t stop drawing all through school and upon graduation of grade 12, I enrolled in graphic design at a local community college in my hometown, this was 1995. I learned all the basics there, including using Photoshop and Illustrator for the first time. After that I took 2 years of interactive technology in 1997 where I learned how to make websites, CD-Roms and other technology . . . new at the time. :) Upon graduation in 1998, I was swept up into the web boom and have been working in the industry ever since.

Jad: Now, on to the design process. Do you think that sketching on paper first is necessary, or do you just jump straight into Photoshop or Illustrator?

“Sketching is where everything needs to start.”

I have a couple of sketch books on the go all the time, whether it’s planning a current project or jotting down ideas on the fly. To plan out a specific poster design, I might sketch 40 thumbnails before landing on something I’m confident with before moving to the computer.

The power of sketching is:

  1. Getting ideas out quickly.
  2. Pre-planning how the composition will be built.

There are times when I jump to the computer too quickly and get mired in Photoshop trickery where I should be concentrating on the concept itself. So I’ve found the best thing to do is go to my local watering hole with a sketchbook and draw for an hour or two away from the computer. I’m normally armed with a few choice books of inspiration to keep different ideas flowing.

Abduzeedo Wallpaper5

Colors Link

Jad: You have pretty much mastered the use of color in your designs. The colors in your design are bright, bold, and vibrant. How important is choosing the right colors in design? With pretty much an unlimited choice, how do you determine what colors will work on your designs?

That’s a very difficult aspect of my work to nail, and it’s an element that shifts and changes as I build each piece. Under normal circumstances, I have a very general idea of the palette I would like to use, but that inevitably changes as I start experimenting with my overlays. Typically, my colors start with simple gradient overlays which I duplicate over and over and adjust opacities and blending modes. Each time I alter a given color layer it throws the entire palette into a new direction, which 9 times out of 10 looks terrible.

“But I enjoy looking for that one happy mistake that breaths new life into the color palette.”


I’ve worked on a few pieces where the colors turned out completely different then I intended, but this is a result of my organic process of trial and error. It’s all about watching what happens with color and making sure it benefits the design while not overblowing or taking over.

Jad: Your work definitely stands out from the crowd with the use of prismic colors. What inspired you to start using these colors?

I’m very inspired by things from my childhood, the greatest of which is old television logo animations aired during the late 70s and early 80s. The motion graphics people back then couldn’t rely on fancy computers to create their effects, so they had to create most everything by hand in order to make their logo stand out from the crowd. In terms of color choice, my biggest influence is the NBC peacock. NBC always had the brightest colors onscreen with a logo that included the full spectrum, certainly a huge influence on me and my work.

Nke and PSDTUTS+6

Retro-Futurism Link

Jad: Most of the great designers that I know have a certain style that they are known for. Most people would classify your work as retro-futurism. Would you agree with that? What is retro-futurism anyway?

The majority of my influences stem from the past’s interpretation of the future. When you look back at design (whether it’s motion or static) where a specific time period is trying to visualize the future, it is always bright and optimistic full of fancy colors, bright lights and ‘state of the art’ imagery. As time passes, those futuristic representations become part of the era when they were created, which is kind of opposite of what the image was intended to be.

My work is created in the ‘now’, but is made in a way to mimic the past’s interpretation of what the future might be like. I’m very fascinated with that idea, and ‘retro-futurism’ seems to be a pretty suitable name. I started calling my work ‘retro-cosmic’ a while back as a fun nickname because I use so many themes from outer space and science fiction.

Jad: What advice can you give us that can help us create some awesome, retro-futuristic art?

Research! If you have an interest in that kind of style, don’t look at my stuff. :) Check out the real deal like old magazine ads from the 70s, Atari video game covers, television network id animations, Swiss poster design, special effects in sci-fi movies, the list goes on. Photoshop is wonderful for creating effects and fancy colors, but you have to keep in mind that people back in the 1970s didn’t have Photoshop, they created everything by hand which brings with it a certain human appeal. It’s not perfect, they have imperfections whether caused by the human hand or aging. And when coming up with a concept, try to get into the time period you are inspired by.

  • What was popular back then?
  • What were people talking about?
  • What were the kids into?
  • What was happening in the world?

Tron Legacy7

Lines and Shapes Link

Jad: You have some amazing shapes in your designs. Can you tell us a little bit about that?

I started experimenting with my vector ‘shard’ shapes while I was building a randomization generator in Flash a few years ago. Much like the work of Joshua Davis148, I wanted to have a little program on hand which would take vector elements I create and lay them out randomly on the fly. I’m normally very meticulous about the elements I use, so this relinquished a bit of the control I had and allowed the shapes to fall randomly. I would then port these groups of shapes into Illustrator where I cleaned them up and manipulated them. After much experimenting, I discovered that overlaying these groups onto one another in Photoshop yielded some cool results, a strange intricate mess of shards and lines. I then added colors and effects to these shapes. It was all one big experiment.


Typography Link

Jad: I had to ask a few questions about typography since i’m a big-time fan of nice typography. What are your favorite fonts?

During my education, typography was one of the areas we didn’t get very deep into which was a bit of a disappointment. So, I had to take it upon myself to learn what typefaces were usable, and in what area. A lot of what I know comes from looking at design icons from the past, specifically Swiss, to see what they used and why. Josef Müller-Brockmann is a huge influence, as well as his usage of Akzidenz Grotesk. After looking through many magazine ads from the 1970s I discovered Bookman Swash, a lovely display face with nice swoops yet still highly readable. I’ve used Bookman many times in my work. Egyptienne is the face I use on Signalnoise.com10 for the titles and things, which I came across back in 2000. I’ve been using Trade Gothic quite a bit these days, a direct result of Scott Hansen over at ISO5011. I think I learn more about type from Scott’s blog then anywhere else. :)

Jad: How can we achieve the shiny-type effect?

That’s all vector, man. I started dissecting the type effects found on Metallica’s ‘Ride the Lightning’ cover, as well as ‘Painkiller’ by Judas Priest to see how they created that cool chrome effect. It was a lot of experimenting in Illustrator but it all came down to Offset Path, adding Clipping Masks and applying selective gradients. I’d like to say there is one way of achieving the effect every time, but every set of letters is different and the method varies from word to word. After the vectors are done, drop on some big lens flares and start your guitar solo. :)

Shiny Type12

Improving and Inspiration Link

Jad: I saw your website’s design graveyard. Man, your designs have come a long way since your original sites. What are some things that you did to improve your skills?

“I never stopped working, it’s that simple.”

Even now when I look back at my earlier designs I can see what I was trying to accomplish, what I was inspired by, and what tools I was learning at the time. I cringe a lot when looking at my work from 10 years ago, but it’s all just a path that leads to something else. If I didn’t make that crumby looking angel thing, I wouldn’t have understood how layer masks work. All of those designs from the Graveyard are things I did on my own time, outside of my day job. I felt compelled to make something that was my own, away from clients and employers, which is why I kept trying as hard as I could to create things . . . anything really. Website designs, comic books, character designs, flyers. I just kept learning because I loved it.

Jad: Can you give us your main sources of inspiration?

I have a lot of art and design books onhand all the time to keep the inspiration flowing. I not only have books about Swiss poster design and Bauhaus, but also more traditional works by Roger Dean, Drew Struzan, Picasso, Norman Rockwell, Moebius, etc. I love looking at traditional works with design sensibility, and these guys used their hands to create, not a computer.

That said, I gain lots of inspiration from modern artists and designers such as Scott Hansen13, Joshua Davis148, Chuck Anderson15, Aaron Draplin16, Robert Hodgin and Mike Orduna17.

Outside of specific artists, I get a full meal of inspiration everyday from websites such as Ffffound.com18, Abduzeedo.com19, Drawn.ca20, The Canadian Design Resource and Surfstation.com21.

Jad: Looking at so many different designs and websites every day, how do you keep yourself from becoming a copy-cat?

“I proudly wear my inspirations on my sleeve.”

If I create a poster inspired by the work of others I’ll talk about it on my website and provide links or images to tell the story. When it comes to any given poster, the idea is the at the epicenter. When I’m coming up with the overall idea or message I want to put into my work, I stay away from inspiration so I can get an original concept free from influence. This way it’s more personal. Style is one thing, but ideas are what sets us all apart as artists.

Jad: In closing, any last words of advice for those designers who are aspiring to be a the level where you are at?

Never stop! If you love what you do, never stop creating things as you will only get better. Make things for yourself, think about what makes you happy and why you enjoy them and use that creatively. Don’t bide your time waiting for a client to come along in order to create something, just do it yourself and things will happen. In short, never stop creating. Work hard!


The Work of James White Link

James White is an amazing designer. Not only is his work quality, but he also has a large quantity of finshed work. Here are just a few of the many wonderful designs that James has done over the years. By the way, every single design that James creates is definitely breathtaking and you can definitely tells that he gives it his best. You can also see more of his work on his Flickr23.









Conclusion Link

Again, I just want to say thanks to James for doing this interview. I really appreciate the fact that he took time from his busy schedule to give detailed, well thought out answers to the interview questions. Personally, I have learned so much from the interview and it has also inspired me to create and design better things.

Footnotes Link

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Former editor in chief of Designinformer.

  1. 1

    Thanks for the comment Mel. Yes, I really appreciate the effort that James put forth in this interview. You can tell that he really thought about his answer before writing them.

  2. 2

    I’m glad you enjoyed reading this post.

    About the whole retro-futuristic theme, James White has really mastered that style. It’s also great to see his style in each of his works. It’s very unique, bold, colorful and visually appealing. I really like the “retro-futuristic” style.

  3. 3

    Hey Mark, thanks for stopping by and leaving your comment. Yes, it’ definitely amazing what he can do with Photoshop, but actually, I’m more amazed what he does with Flash.

    I wish there would be a tutorial on how to create those amazing lines and shapes that he does on Flash. It’s incredible, really. :)

  4. 4

    That’s a great point Erik. I can’t imagine how many times I have gone into Photoshop without even the slightest clue on the concept that I plan to design. I guess the sketching process really helps.

  5. 5

    You’re welcome. :)

  6. 6

    I’m surprised that you haven’t heard of “retro-futuristic” before, as the term has gotten quite popular in the design community in the past year. ;)

    But definitely, I agree with you on the use of color by James, it’s simply enhances his designs with the use of bright, prismatic colors.

  7. 7

    Thank you for stopping by and reading the interview James. I’m glad you liked the questions and more importantly, the answers. :)

    Keep up the great work on the Phuse. :)

  8. 8

    Excellent Interview!!

    I am a big fan of James White and it’s really great to know about his working style.

    I have been writing science fiction for quite some time and when I came across his work, I was like- “WOW!! WOW!WOW!” I wish that someday I would be working along with him on a poster for my science fiction! :D

    I truly support his view of getting the ideas out quickly. Sometimes you tend to think so much about an idea that you loose the initial feel of it. Hence, it’s always better to sketch it out first and then it can always be refined.

    This was truly an awesome read! Thanks Jad!! :)

    • 9

      Thanks for the kind words Adit. I’m really happy to know that you are also a big fan of James White.

      I didn’t know that you were a science-fiction writer? That’s pretty interesting. I think that James is an excellent designer, and I think he would really design some nice science-fiction stuff.

      Again, thank you for commenting Adit. I’m sure James appreciates it as well.

  9. 10

    Another awesome interview, love the works. RT & bump done ;)

    • 11

      Thank you very much for bumping and retweeting the interview. I think this interview with James White is a really nice read for any designers who want to get better at what they do. We can learn so much from reading his answers.

  10. 12

    Hey Lam! What I meant by that was sketching is a great way explore various ideas and concepts on the fly without spending too much time on them overall. Sketching little thumbnails and thinking of variations is essential for concept development, and is really fun to do. But that being said, everyone is different with how they work :)

  11. 13

    I am sooo bad at sketching first! I jump into digital space too quickly. Maybe something to work on in 2010!
    Great work as usual.

  12. 14

    A very interesting and inspirational interview. Great words!
    Thank you Jad, thank you James.

    • 15

      You’re welcome Piervix. By the way, your latest post on the “footer” was really good. Keep up the great work mate.

  13. 16

    Great Interview!
    Do your thing James… you are killing it! I am still eying that “Awesome” poster in your store. Thank you for sharing your design process with us… very informative.

    ~ Aaron I

    • 17

      Thanks for dropping by and reading the interview, Aaron! :)

      That poster, AWESOME, is well, what can I say, awesome! What I really want though is the Liquid Gold poster. Looks incredible!

  14. 18

    James White is a true Graphic Designer! A great quote: “Sketching is where everything needs to start.”

  15. 20

    ‘Inspirational’ is the word that comes in my mind after reading this in depth interview. I am a fan of James’s work and I always wanted to know how he works and what are his inspirations. Learnt a lot . Thanks Jad. Keep up the good work.

    • 21

      It is definitely “inspirational.” I’m glad you are a fan as well, and that you have learned a lot, because I have really learned much from the interview.

  16. 22

    A very informative piece from James here, I like the amount of detail that he went into for this interview, I am especially thinking it’s time to break out the sketch book apposed to jumping in heads first. That’s always been my approach, but find that you hit a block much quicker than if you were happy with a sketch you had already drawn.

    Thanks for such a great interview, I will definately be bookmarking this for future references and inspiration. I love your work. Keep it up.

    Thanks Jad for a great interview.


    • 23

      Thanks for leaving a comment Jon. It’s great that you have bookmarked the interview. :)

      • 24

        Sure thing, not a problem. Enjoyed reading it. I am going to look into implementing some of James ideas into my daily routine. :)

        Thanks again for an informative interview.

  17. 25

    NIce interview mate. i really love the work of james.

  18. 27

    Excellent interview! James does some incredible work, great to get some insight from him. Also, I love this ‘Ask the Expert’ series, and I’m looking forward to the next one.

  19. 29

    Nice Article. Never knew of something called Retro Futurism in design. So it taught me something new. Will try to include in my art in the future.
    I completely agree with James’ idea of Photoshop trickery at work when you do not have a solid idea of what you want to design. I have often ended up designing something poles apart to what I began with when working wthout a sketch.

  20. 30

    Great interview! And James White is truly an amazing artist. I think I discovered him a few months (or a year) ago or via the +tuts sites or Abduzeedo, not quite sure. Anyway. What I really liked about his work were the shapes and compositions and arrangements. I also remember liking his Tron Legacy wallpaper a lot.

    There were some great questions covered in this interview. It’s always great to see how people/designers (or photographers/typographers/videographers) tackle things and what their approach is on bringing their ideas and visions to life and what their inspiration is. It’s interesting and funny, because when I read the question about colors and deciding on colors, I was like “Yeah, that’s a great question and finally we can hear from a living legend how he approaches colors”. But then of course it’s sometimes hard to somehow put into words ones visions and decisions on why and how he chose to do that particular thing.

    Other great moments of the interview was the talk about the Metallica and Judas Priest artwork and trying to recreate the effects from them.

    I also admire James’ work because of his honesty about “wearing his inspirations on his sleeve”. Because let’s face it, there’s a lot of copying/stealing ideas out there in the design world today without acknowledging other people as inspiration or without giving credit, where credit is due. So it’s great to know that there’s also people who are honest and open about this.

    As a closing thought. Thanks for the great interview and happy new year! Oh yeah and I’ve been rocking James’ 2010 wallpaper these past few days that he created for +tuts. :) Fantastic stuff.


    • 31

      Thanks for leaving a comment Szabi.

      It’s no doubt that you really took the time to read the interview carefully. It shows with your detailed comment.

      I agree with you, it’s really nice that James talks about “wearing his inspiration on his sleeves.” We all need to do the same. That’s one thing that is plaguing the design community and it is copying/ripping/plagiarizing. I don’t think it’s that hard to give credit to someone if they deserve it.

      Oh yeah, that PSDTUTS wallpaper is really nice. The colors and shapes are stunning. :)

  21. 32

    Great interview on process. As a CD I coach designers on how to use their own process but to never create without one. A process keeps you honest to your outcomes. The trick is to allow for failures and experimentation to always keep your ideas fresh. James has done just that. Good interview. –Bruce

    • 33

      That’s a great idea Bruce. Personally, I have a process as well. It can really be distracting and time-consuming if you don’t have a methodical way of doing things. Some people thinks it stifles creativity, but does that look like it’s the case with James White?

      Thanks for stopping by Bruce. :)

  22. 34

    Thanks Richie! I guess you really got what you wanted. ;)

    “He has a unique style that cannot be matched by anyone.”

    Yes, his style is very unique and I have seen a lot of people try to imitate him, but no one really comes close to him.

    By the way, I agree with you. Every time I look at his work, it definitely sparks some creativity. Thanks for the kinds words.

  23. 35

    Thanks Shawn. I’m really thrilled that a lot of people are really finding the “Ask the Expert” series useful. That was my original intent when starting the series.

    “Thanks for giving us a glimpse into your creative mind James.”

    Yes, I’m really thankful that he has decided to do just that. It’s always nice to learn more about the process, inspiration, and mindset of the designers that you admire.

  24. 36

    Thanks man! I have learned a lot from this as well, especially when he stated his inspirations. Those are definitely worth looking into, the Swiss posters and those great websites that he mentioned.

  25. 37

    Thanks Tomas. That “sketching” part is something that we all need to work on. :)

  26. 38

    Thanks mate. By the way, I just ran across your blog and it’s pretty nice. I really like that “2010” wallpaper that you made. It looks great. :)

  27. 39

    That’s true Adam. I actually was the President of my yearbook staff and I didn’t do that, and I wish I would have, as it would have really saved me a ton of time. :)

  28. 40

    Really enjoyed this article. Often times with designer interviews I get kind of bored with the same old q & a but I liked how you catered the questions to the artist. This article has inspired me to push my boundaries as a designer and to experiment with new styles.

    • 41

      I appreciate it Aaron.

      “This article has inspired me to push my boundaries as a designer and to experiment with new styles.”

      That’s great! it’s always good to hear that the articles and interviews here on Design Informer has been helpful to the readers.

  29. 42

    Very good interview. Really an inspiring designer. I design every day and find the high level of James motivates me. Thank you very much, thumbs up. Greetings

    • 43

      Thanks Jonathan. It’s great to hear that you design everyday and that James has been a constant motivation to you. :)

  30. 44

    Thanks so much for all the wonderful comments, everyone. When it comes to art and design, I do my best to try and help out others in any way I can, it will only make us stronger as a collective. So it means a lot hearing this bit of insight is hitting home. Keep rockin’!

    • 45

      Thanks a lot for agreeing to do the interview James, as well as for really thinking about the question before giving you an answer. It has been a help to the design community to read your thoughts about design. Keep up the great work! :D

  31. 46

    Thanks, I also learned a lot from this interview, I really liked his advice:
    “Never stop! If you love what you do, never stop creating things as you will only get better. Make things for yourself, think about what makes you happy and why you enjoy them and use that creatively”.

    • 47

      Yes, it’s excellent advice. Glad you were able to take something from the interview.

  32. 48

    Well I’ve interviewed Veerle Pieters many time ago, I ask her favorite designers and:

    “There a few people that I look up to like Scott Hanssen of ISO50, James White, Monica Calvo…”

    You are one of my faves man, I like the retro futurism and your style, cool interview; I learned so much of this.

    • 49

      Hey Luis, I’m sure James really appreciates the kind words. Veerle Pieters is an amazing illustrator and for her to say that one of her favorite designers is James White is awesome!

      • 50

        Wow, James White’s retro-futuristic designs are so cool. What really caught my eye were those amazing neon-infused bright colors designs.,,,very impressive.
        Thank you Jad for the very informative interview and a well thought answers of a brilliant designer under the name of James “retro-futuristic” White. :)

      • 51

        Thanks Zanzu. His artwork will definitely catch anyone’s attention. :)

  33. 52

    We appreciate it Yuffie. I’m really glad that you found this interview and thought it was a great read.

  34. 53

    a great interview, very inspiring both from the pictures and the insights!

    • 54

      Jad Limcaco

      April 2, 2010 2:20 am

      Thanks Birgit. I’m really happy that you liked it. James is awesome!


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