The Square Root of Satisfaction: How Crosswords, Jokes, and Brand Names Complete the Picture

Crosswords and "double doubles" form squares with words at corners and relations on sides. This square theory explains crossword satisfaction and applies to jokes, brand names, and creative thinking.

Intro

• Crosscord Discord server: A hub for crossword enthusiasts.
• A concept emerged: "double doubles" - pairs of synonyms forming unrelated phrases.

The Square Structure

• Double doubles can be modeled as a square.
• Corners: words
• Sides: relations between words (synonyms, phrases).
• Completing the square feels satisfying.

Square Theory Beyond Crosswords

• Ricki Heicklen's "Unparalleled Misalignments" (double doubles)
• Examples in crossword clues and Twitter jokes.
• Edges can be any relation, vertices any entity/concept.
• Evokes category theory (mathematical objects and relations).

Question Mark Clues

• Every question mark clue takes the form of a square.
• Brainstorming: Surface sense vs. intended interpretation.
• Example: "[It turns into a different story]" = SPIRAL STAIRCASE.

Brand Names

• Square-completing names feel right.
• Example: BRAND NEW (blog name).
• Example: Grubhub's name completes a square.

Jokes

• Pun-based jokes can be modeled as a square.
• Setup and punchline connected in multiple ways.

Why Squares?

• Simplest polygon with non-adjacent sides.
• Connections between opposite sides feel surprising.

Crossword Themes

• Good themes complete the square.
• Example: NYT crossword with SCRAPBOOK, POPEYES, etc., revealed by YEAH RIGHT.
• Example: NYT crossword with NIGHT NIGHT, WHITE WEDDING, etc., revealed by CAP AND GOWN.
• Example: NYT crossword with PIN THE TAIL ON THE DONKEY and WHITE ELEPHANT, revealed by PARTY ANIMAL and THOMAS NAST.

Scrabble

• Plays intersecting two words form a rectangle.
• American-style crosswords: Every letter is a vertex of a square.

Conclusion

• Squares are satisfying.
• Square theory offers a unified theory for why crosswords are satisfying.
• Squares are fundamentally compelling.

Call to Action

• Notice squares in daily life.
• Use square theory for creative endeavors.
• Strive for "full square" in writing