Postmodernism Movement is what this essay will stand for. A discussion of how this movement started, rolled and its main characteristics; showing also the impact of Postmodernism on Graphic Design Communications. In 1970s; End of twentieth century Modern Art started to fade and die away, taking down with it all the ideologies and rules that was set back then. (Eskilson, 2007, p.336)
Postmodernism rejected the modernism symmetrical and international style. Thats why fairly Postmodernism term means "after modern art." (Eskilson, 2007, p.336) besides, Postmodernism distinct by mixing different mediums, types, weights and sizes. While also, many methods were approached in playfully and unexpectedly style under the idea of disorganized objectivity. (Meggs, 2006, p.468; Poynor, 2003, 149) Unlike, the strict rules that modern style carried.
The notion of postmodernism became the general currency among all the world cultures (hopkins, 2000, p.197), In which the main thrust of this movement includes the messiness of placed elements, overprinting, cluttered pages, blurred photographs. (Eskilson, 2007, p.336; Meggs, 2006, p.468) Many Designers were interested in using these aspects bending the traditions that modernism carried and express their ideas and the way of communication to the viewer upon cool clarity. (Meggs, 2006, p.469; Frascina and Harris, 1992, p.97)
Europe and America are considered to be the heart of this movement. (Eskilson, 2007, p.336 p.338; Meggs, 2006, p.467) For instance, Psychedelic drugs, LSD played an important role, in which resulted a visual and auditory hallucinations referred as dream trip, considered as method of thinking enlightening. (Eskilson, 2007, p.338)
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Young Bloods poster by Victor Moscoso (1967) Zurich |
Many artists adopted this fashionable trend in order to appeal the young viewers and a good kind of advertisement. In the Youngbloods poster, many sophisticated techniques is used such as photo collage; Showing a couples dancing integrating letters in the form, giving the impression of vigorously and dynamically. While the word "Avalon Ballroom" seems to expand and flowing off the poster. (Eskilson, 2007, p.338) And this confirms the sense of unreality, dreamy image making the viewer to throw questions and curiosity look.
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| Wim Crowel's New Alphabet |
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| Neville Brody's Blur |
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| Steff Geissbuhler Blazer financial services poster 1974 |
Type design follows also the postmodernist phases; like other designers, type designers have also felt the need of finding a new inspiration among the traditional ideas. Type is a design universe unto itself, an essential dimension in the history of art and design. Designers emphasizing the important of the word, going wild and revolutionary. (Meggs, 2006, p.471) Lifting aside the metal cases to the photographic, handwritten and collage medium techniques. Giving each letter a story and journey to be told.( Meggs, 2006, p.472)
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| Barbara Kruger, Untitled (Your Body is a Battleground) |
On the other hand, Designers quickly developed languages from the this movement creating their own signatures in a very effective way (Eskilson, 2007, p.370). The Technology was rapidly growing, in which the postmodern graphics shows further and wide impact in the viewer. Barbara Kruger shows a powerful message concerning women’s rights through her artwork. (Eskilson, 2007, p.371) In much of her work, she uses bold, imagery along with text that is laid over blocks of vivid red color to catch the viewer’s eye to evoke a concern over a particular topic. (Eskilson, 2007, p.370)
In conclusion, Postmodernism movement established a totally affective approaches in how to carry the ideas to the viewers. Thou it rejected all what modernism had. By rejecting the international rules, restricted designers found themselves in the doors of unleashing their creativity ahead, allowing them to use a wide variety of visual methods to communicate their messages.
Bibliography:
- Eskilson, S. (2007). Graphic design: a new history. New Haven; Yale University Press.- Meggs, P. Purvis, A. (2006). Meggs History of Graphic Design. New Jeresy; John Wiley & Sons.Inc.
- Poynor, R. (2003). No More Rules: Graphic Design and Postmodernism. New Haven: Yale University Press.
- Hopkins, D.(2000). After Modern Art: 1945-2000. United Kingdom: Oxford University Press.
- Frascina, F., Harris, J.(1992). Art in modern culture: an anthology of critical texts. London: Phaidon Press Limited.
- Your Body is a Battleground (2008). Retrieved on April 28, 2011, from
- Digital Fonts (2011). Retrieved on April 28, 2011, from http://www.moma.org/explore/inside_out/2011/01/24/digital-fonts-23-new-faces-in-moma-s-collection
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