> 1970 first applied to architecture
> Period questioned modernist concept of constant innovation and progression.
> April Greiman's early work shows examples of new wave design and being experimental.
> Katherine McCoy questioned modernist ideal of permanent, universally valid aesthetic. Believes designers interpret and communicate cultural values through their work.
> Technology became more important.
> Muriel Cooper and other developed a visual language workshop, bringing together artists, designers, computer scientists, sociologists and others.
M.Barnard Graphic design as communication (2013)
> ‘Postmodernity is a globalising post-industrial world of media, communication and information systems. It is organised on the basis of a market-orientated world of consumption rather than work and production’
> ‘Postmodernity is a globalising post-industrial world of media, communication and information systems. It is organised on the basis of a market-orientated world of consumption rather than work and production’
Jobling, P. and Crowley, D.
(1996) Graphic Design: Reproduction and Representation Since
1800
> Postmodernism was initially not accepted by many
as it was too much of a radical change to the rule abiding designs of
yesteryear. ‘Postmodernism in this field is usually identified as the rejection
of modernist precepts of design.’
> There was a noticeable shift in ‘sensibility, practices and discourse formations which distinguishes a post-modern set of assumptions, experiences and propositions from that of a preceding period.'
> Things started to become much more playful and expressive as postmodernism design relied upon its iconic ‘emphatically ‘bitmapped’ or expressively skewed type and multi-layered, ‘stepped’ and often confusing compositions’
> ‘In an era when the image prevails, graphic design, at least in the form of advertisements, posters and magazine spreads, has a heightened significance in the measureless circulation of representation that we encounter in ordinary life,’
Rick Poyner, no more rules
> It was said to lack originality as it didn’t have its own style
> An article written by Marc Treib describes postmodernism as an ‘assault on the eyes with pages of blips, slits, dots and zits’ he goes on to say how initially it was nice to see a change from ordinary design work yet it rapidly became boring. He goes on to liken it to ‘listening to six radios playing at once, each with a different station.’
> Where as designers on the other hand were intrigued by this new sense of freedom and style, there were no longer any limitations and work could be executed in the most radical ways thinkable. Artists such as Weingart were determined not to be held back by the constraints associated with Swiss modernist typography. ‘He was fascinated by the effects of letter spacing and he stretched words and lines until the text became close to being unintelligible’
>In Britain modernism never really dominated the
graphic design scene therefore postmodernism wasn’t too much of a radical
change or a dominant force. It was seen identified as youthful and was commonly
associated with popular music. These designers didn’t want to associate
themselves with mainstream professionals, instead they wanted to be discreet.
Their work was only meaningful amongst those who were fans of the same music.
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