Monday 12 December 2011


A lesson in how to create a complete product innovation in a market that has existed for hundreds of years.

The Swedish company Whitelines have turned ordinary lined note paper inside out. They have created a range of lined papers that use white lines on a pale grey paper. The result is that deliberately made marks stand out clearly whilst the supporting grid is just that, supporting. 

I have no idea whether they are influenced by the work of Edward Tufte but this is a classic Tufte trick - remove all unnecesary ink and leave just enough for the task at hand.

Below is one of their "spectra" that describes what they have done.