September 16, 2014

Welcome to The Pickle Theory

If everything worked as planned, you are reading these lines on a new domain name, and if you’re not reading these lines inside an RSS reader, you’ve probably noticed the new look, too.

Welcome to The Pickle Theory.

Let’s start with some administrative notes:

  • The domain name is now You’ll still get here if you type in the old address, so previously saved bookmarks should work just fine.

  • Accordingly, the RSS feed is now at Subscribers to the old feed should be redirected automatically without having to worry about any of this, but if you do experience any hiccups, switching to the new one should help. Apologies for the inconvenience.

  • The site now has a dedicated Twitter account at @pickletheory, which will auto-tweet newly published articles.

  • There’s a new weekly newsletter for those who prefer to receive updates to their inbox. You can sign-up here.

The Name

Here’s the story” behind this very unconfusing name as it currently appears on the new about page:

The Pickle Theory is a hedge against a change of mind or taste.

The toxic combination of perfectionism and indecisiveness has led this site to several different directions over its short lifespan. Seeing as it already went through more drastic changes than it should, I wanted to protect myself from myself or any future pivots by choosing a name I could relate to today and in the long haul.

But how can one protect against change when we all know change is inevitable? And that what you write about today may not be what you write about in two years? That not only your interests and priorities are bound to change with time, but that your personality — you — might as well?

Life takes you to places you could never expect to be, and it might in time alter things that you hold high and take pride in: opinion, philosophy, belief.

So I had to pick a constant. I figured that no matter who I am in three, five, or ten years, pickles are something that I’ll always enjoy. A radio guy or a businessman; writing about technology or Chivalric romance; rich or broke; it doesn’t matter. The pickle will always be there for me.

And this is The Pickle Theory. It’s the cold realization that, after all, our most durable characteristics may also be our most frivolous1.

I’ve talked with fellow writers about this, and they all said they liked The Typist”. It’s a good name, with a sort of allure to it,” as one of them put it. But the truth is I knew from day one it was temporary, and for many reasons. It implies singularity and author-focus, and is a tad bit too romantic. I’ve been sitting on this decision for a while now, but I wanted to couple it with the unveiling of my name so this weblog doesn’t become a diary about itself.

The Design

Unlike previous redesigns, this one isn’t a mere facelift: it’s almost 40 hours of typography research, sketches, fonts, color schemes, CSS, and PHP. Every element you see has been modified, line by line. Don’t worry, I’m not going to document each one of them.

One thing I do want to talk about though is the typography: Earlier this year, I had decided to change the main typeface from the very humanist Ideal Sans to a less pretentious, plainer one. I went with Proxima Nova, the deservedly acclaimed font by Mark Simonson.

With this overhaul, I’ve gone even further within the geometric sans-serifs family, to Avenir. Avenir isn’t available on non-Apple devices, so those devices will be served with Segoe UI. Titles are set in Tablet Gothic.

Making a geometric typeface readable is quite a challenge. I’ve spent much of my time adjusting line-heights and margins, but most of the attention went to characters per line (CPL), so even though the body text is bigger than it was before, the content area has been narrowed. This means less words per line, and hopefully less eye travel and neck strain.

But I think the biggest practical improvement is the new mobile design: Over 47% of this site’s visitors in the last 3 months were on a mobile device, and the previous version — while responsive — didn’t treat this segment too well. The fonts are now bigger, the layout tighter, and there are three breakpoints instead of one, which will ensure proper typography for both smartphone and tablet users.

Many of you have kindly taken out of their time to preview this design and give feedback, and it proved immensely helpful. Thank you. There isn’t enough space between these lines to express my gratitude.

If you see anything out of place, or have any suggestions, let me know on Twitter or send an email.

Also get in touch if you want to take the 1-year over on the next redesign..

  1. But really, I was just getting sick of trying to come up with a name. ↩︎︎
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