10.1 The Emergence of Postmodernism in Graphic Design
6 min read•august 13, 2024
shook up graphic design in the late 20th century. It tossed out modernist rules, embracing chaos and mixing styles. Designers got playful, using irony and layered meanings to challenge norms.
This shift mirrored broader cultural changes. New tech, global influences, and consumer culture all fed into postmodern design. It reflected a world growing more complex and interconnected.
Key characteristics of postmodern graphic design
Rejection of modernist principles
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- Postmodern graphic design rejected the strict rules and principles of , embracing experimentation, , and eclecticism
- Challenged the notion of a universal visual language and a single, objective truth in design
- Embraced subjectivity, ambiguity, and multiple interpretations of meaning
- Questioned the role of the designer as a neutral, objective communicator
Layering and appropriation techniques
- Postmodern designers often used layering, collage, and appropriation techniques to create complex and multi-layered visual compositions
- Incorporated elements from diverse sources, such as popular culture, art history, and vernacular design
- Used digital technologies, such as Photoshop, to manipulate and combine images in new and unexpected ways ('s "Design Quarterly" cover)
- Challenged traditional notions of originality and authorship in design
Irony, parody, and pastiche
- The use of irony, parody, and was prevalent in postmodern graphic design, often challenging or subverting traditional meanings and expectations
- Appropriated and recontextualized familiar images and symbols to create new meanings and associations ('s "I Shop Therefore I Am")
- Used humor, wit, and playfulness to engage and challenge the viewer
- Blurred the boundaries between high art and popular culture, often incorporating elements of kitsch and camp
Expressive and unconventional typography
- Postmodern typography was characterized by the use of expressive, unconventional, and often illegible typefaces, challenging the notion of readability
- Experimented with layering, distortion, and fragmentation of type ('s "Ray Gun" magazine)
- Used type as a graphic element in its own right, often blurring the boundaries between text and image
- Incorporated handwritten, vernacular, and digital typefaces, often mixing different styles within a single composition ('s "The Face" magazine)
Influences on postmodern graphic design
Consumer culture and mass media
- The rise of consumerism and mass media in the post-World War II era led to a proliferation of visual imagery, which postmodern designers often appropriated and recontextualized
- Incorporated elements of advertising, packaging, and popular culture into their designs
- Critiqued the role of graphic design in perpetuating consumer culture and creating desire for products
- Used strategies of subversion and detournement to challenge the dominant messages of mass media ()
Technological developments
- The development of new technologies, such as photocopiers and early computer graphics software, allowed for greater experimentation and manipulation of images in graphic design
- Embraced the aesthetics of low-resolution, glitch, and digital distortion (April Greiman's "Design Quarterly" cover)
- Used digital tools to create layered, complex compositions that challenged traditional notions of space and perspective
- Experimented with the possibilities of interactive and multimedia design, often blurring the boundaries between graphic design and other fields such as video and web design
Cultural and intellectual movements
- Postmodernism in graphic design was influenced by broader cultural and intellectual movements, such as poststructuralism, deconstruction, and critical theory
- Questioned the notion of a stable, fixed meaning in visual communication, emphasizing the role of context and interpretation
- Challenged the idea of the designer as a neutral, objective communicator, instead positioning the designer as an active participant in shaping cultural meanings
- Embraced a more pluralistic and inclusive approach to design, often incorporating elements from non-Western and marginalized cultures (Sheila Levrant de Bretteville's "Women in Design" poster)
Globalization and cultural exchange
- The increasing globalization and cultural exchange in the late 20th century exposed graphic designers to a wider range of visual influences and styles
- Incorporated elements from diverse cultural traditions, such as Asian calligraphy, African textiles, and Latin American folk art
- Challenged the dominance of Western modernist design principles, often adapting and remixing them with local and regional styles
- Reflected the growing diversity and interconnectedness of global culture in the age of the Internet and mass media
Prominent postmodern graphic designers
Wolfgang Weingart
- , a Swiss graphic designer, is considered a pioneer of postmodern typography, known for his experimental and expressive use of type
- Challenged the rigid, grid-based approach of Swiss typography, introducing organic forms and playful compositions
- Used photolithography and letterpress printing to create layered, textured compositions that emphasized the materiality of type
- Influenced a generation of designers, including April Greiman and Dan Friedman, who further developed his experimental approach
April Greiman
- April Greiman, an American designer, was one of the first to embrace digital technology in graphic design, creating complex and layered compositions that challenged traditional notions of space and perspective
- Used early Macintosh computers and software such as MacPaint and Photoshop to create digital collages and manipulated images
- Incorporated elements of science fiction, cyberpunk, and digital culture into her designs (e.g., her "Design Quarterly" cover featuring a digitally manipulated self-portrait)
- Pioneered the use of video and multimedia in graphic design, often collaborating with artists and musicians
Neville Brody
- Neville Brody, a British designer, is known for his innovative and unconventional typography, often incorporating elements of punk and new wave aesthetics
- Designed record covers and posters for underground music scenes, using bold, expressive typography and raw, DIY aesthetics
- Art directed "The Face" magazine, introducing a new visual language that combined experimental typography, , and unconventional grid systems
- Influenced the look of 1980s and 1990s graphic design, particularly in the music and fashion industries
David Carson
- David Carson, an American designer, is famous for his deconstructed and chaotic layouts, often using illegible type and unconventional grid systems
- Designed "Ray Gun" magazine, pushing the boundaries of legibility and conventional typography to create a raw, expressive visual language
- Used distorted, layered, and fragmented type to create a sense of visual noise and information overload, reflecting the chaotic nature of contemporary culture
- Influenced the "grunge" aesthetic of the 1990s, which embraced a lo-fi, DIY approach to design
Postmodern vs previous design movements
Modernism vs postmodernism
- While modernist graphic design emphasized simplicity, clarity, and functionality, postmodern design embraced complexity, ambiguity, and subjectivity
- Modernist designers often adhered to strict grid systems and used sans-serif typefaces (e.g., Helvetica), while postmodern designers experimented with unconventional layouts and expressive typography
- Modernist graphic design often aimed to communicate a clear and universal message, while postmodern design often challenged or subverted traditional meanings and interpretations
- While modernist designers often saw themselves as problem-solvers and communicators, postmodern designers often positioned themselves as authors and cultural commentators
Rejection of grand narratives
- Postmodern graphic design often questioned the grand narratives of progress, rationality, and social utopia that were central to modernist design
- Embraced a more fragmented, pluralistic, and relativistic worldview, often incorporating elements of irony, parody, and pastiche
- Challenged the notion of a singular, universal truth in design, instead emphasizing the role of context, interpretation, and subjectivity
- Embraced a more inclusive and diverse approach to design, often incorporating elements from non-Western and marginalized cultures
Blurring of boundaries
- Postmodern graphic design often blurred the boundaries between high art and popular culture, often incorporating elements of mass media, advertising, and consumer products
- Challenged the traditional distinctions between graphic design, fine art, and other creative fields, often collaborating with artists, musicians, and filmmakers
- Embraced the possibilities of new media and digital technologies, often experimenting with interactive, multimedia, and web-based design
- Reflected the increasing hybridity and interconnectedness of contemporary culture, where images and ideas circulate freely across different media and contexts
Key Terms to Review (23)
Adbusters Magazine: Adbusters is a Canadian magazine founded in 1989 that critiques consumer culture and promotes social change through activism and visual communication. It is well-known for its subversive approach to advertising, often utilizing parody and anti-consumerist messages to challenge the status quo. The magazine embodies key principles of postmodernism by blurring the lines between art and activism, using design as a tool for cultural critique.
April Greiman: April Greiman is a pioneering graphic designer known for her innovative use of digital technology in graphic design during the late 20th century. She played a significant role in the transition from modernism to postmodernism by integrating new forms of media and exploring the relationship between typography and image, making her work a hallmark of experimental typography.
Barbara Kruger: Barbara Kruger is an influential American conceptual artist and designer known for her bold graphic style that combines photography with provocative text. Her work critically examines issues of feminism, consumerism, and identity, often using a distinct black, white, and red color palette. Kruger's art is emblematic of postmodernism, reflecting its emphasis on irony, social critique, and the questioning of established norms in graphic design.
Bauhaus: The Bauhaus was an influential school of art and design founded in 1919 in Germany that aimed to unify art, craft, and technology. It played a crucial role in shaping modern design and architecture, emphasizing functionalism, simplicity, and the integration of various artistic disciplines. The impact of the Bauhaus extends into the emergence of postmodernism, where its principles were both embraced and challenged by later movements.
David Carson: David Carson is an influential American graphic designer known for his innovative and unconventional approach to typography and layout. His work is characterized by a mix of visual experimentation, expressive typography, and a break from traditional design rules, making him a significant figure in the shift towards postmodern graphic design practices.
Deconstruction: Deconstruction is a critical approach that seeks to uncover and challenge the assumptions, meanings, and structures inherent in a text or visual work. In graphic design, it disrupts traditional aesthetics and hierarchies by questioning the stability of meaning and emphasizing ambiguity, multiplicity, and contradiction. This approach is closely aligned with the emergence of postmodernism, which embraced fragmentation and diverse interpretations as a response to modernist ideals.
Digital typography: Digital typography is the art and technique of arranging type using digital technology, primarily through software applications. This practice enables designers to manipulate type in ways that were not possible with traditional printing methods, allowing for creativity and innovation in font design, layout, and visual communication. The rise of digital typography significantly impacted graphic design, particularly during the emergence of new styles and approaches that questioned traditional norms.
Grids: Grids are a structural framework used in graphic design that help organize content on a page, ensuring visual harmony and balance. They guide designers in placing elements consistently, facilitating clear communication and improving readability. In the context of graphic design's evolution, particularly with the emergence of postmodernism, grids began to be challenged and reinterpreted, leading to more expressive and varied layouts.
Hyperreality: Hyperreality is a condition in which reality is replaced by a simulated version, often blending the real and the imaginary to create a new level of perception. It is characterized by the inability to distinguish between the original and the copy, leading to a reality that is more vivid and engaging than actual experiences. This concept connects deeply with the emergence of new visual styles and cultural references in graphic design.
Intertextuality: Intertextuality refers to the relationship between texts and how they influence, reference, or echo each other, shaping meaning and interpretation. In graphic design, this concept is crucial as it reflects how visual elements, styles, and ideas borrow from and interact with past works, leading to a rich tapestry of cultural dialogue. This layering of references can create deeper meanings and connections that resonate with viewers, making it an essential aspect of postmodern graphic design.
Modernism: Modernism is a cultural and artistic movement that emerged in the late 19th and early 20th centuries, characterized by a deliberate break from traditional styles and a quest for new forms of expression. It represents a response to the rapidly changing world, marked by industrialization, urbanization, and new technologies, influencing various disciplines including architecture, literature, and graphic design.
MoMA’s Graphic Design: Now in Production: MoMA’s Graphic Design: Now in Production is an exhibition that focuses on the evolving role of graphic design in contemporary culture, showcasing the work of various designers who are pushing the boundaries of the medium. This exhibition reflects the shift towards a more collaborative and process-oriented approach in graphic design, emphasizing the importance of production techniques and materials in creating impactful visual communication.
Neville Brody: Neville Brody is a renowned British graphic designer and typographer known for his innovative work in the realm of graphic design during the 1980s and 1990s. He played a significant role in shaping the visual language of postmodernism through his experimental typography and bold graphic styles, which challenged traditional design conventions and embraced a more fluid, dynamic approach to visual communication.
Pastiche: Pastiche refers to an artistic work that imitates the style or character of another work or multiple works, often blending various influences to create something new. In graphic design, pastiche became a significant feature of postmodernism, allowing designers to borrow and remix styles from different periods and cultures, showcasing a playful and ironic approach to design that contrasts with the seriousness of modernism.
Paula Scher: Paula Scher is a renowned graphic designer and a principal at the design firm Pentagram, celebrated for her bold typographic work and influential contributions to graphic design. Her style blends modernist principles with postmodern aesthetics, making her a pivotal figure in the evolution of design throughout the late 20th century and into the 21st century. Scher's work showcases how the legacies of modernism have been reinterpreted and challenged in a postmodern context, pushing boundaries while maintaining effective communication.
Photomontage: Photomontage is a photographic technique that involves combining multiple photographs to create a new image, often to convey a specific message or artistic vision. This method allows designers and artists to blend various visual elements, enhancing narrative and emotional impact. Its emergence was closely tied to the innovations in photography and the Modernist movement, where it became a powerful tool for expression, particularly within avant-garde art and graphic design.
Postmodernism: Postmodernism is a cultural, artistic, and intellectual movement that emerged in the mid-20th century as a reaction against the principles of modernism. It is characterized by a questioning of established narratives, embracing eclecticism, irony, and playful experimentation in design and art. This movement significantly influenced graphic design by breaking traditional boundaries and introducing new methods of representation, particularly through deconstruction and a focus on emerging technologies.
The cultural revolution of the 1960s: The cultural revolution of the 1960s was a significant period marked by social and political upheaval, challenging traditional norms and values, especially in the realms of art, music, fashion, and identity. It was characterized by a growing counterculture movement that embraced diversity, self-expression, and experimentation, leading to a shift in societal attitudes towards authority and convention. This transformation laid the groundwork for the emergence of postmodernism in graphic design, as artists and designers began to reject established styles and embrace new forms of expression.
The Graphic Design Reader: The Graphic Design Reader is a compilation of critical essays, articles, and writings that explore the various aspects of graphic design, including its history, theory, and practice. This resource reflects the shift towards postmodernism in graphic design, highlighting how designers began to embrace complexity, contradiction, and diverse cultural influences in their work.
The new typography: The new typography is a modern approach to typographic design that emerged in the early 20th century, emphasizing functionality, clarity, and the use of sans-serif typefaces. It sought to break away from traditional styles, focusing instead on bold geometric forms and an innovative use of space, which significantly influenced graphic design and visual communication in the decades that followed.
The New York Art Directors Club: The New York Art Directors Club is a professional organization established in 1920 that aims to promote excellence in design and advertising through various initiatives, including awards, exhibitions, and educational programs. It played a crucial role in shaping the standards of graphic design and advertising, particularly during the emergence of postmodernism when traditional norms were challenged, and new ideas flourished.
The rise of the internet: The rise of the internet refers to the rapid development and widespread adoption of the internet from the late 20th century into the 21st century, fundamentally transforming communication, information sharing, and commerce. This phenomenon revolutionized graphic design by creating new platforms for distribution, altering design practices, and influencing aesthetic trends as designers began to embrace digital mediums, interactive designs, and the democratization of content creation.
Wolfgang Weingart: Wolfgang Weingart is a Swiss graphic designer and typographer, renowned for his innovative contributions to the field of design and typography, particularly during the late 20th century. He played a pivotal role in the evolution of modern typography and is often associated with the deconstructionist movement, which challenged traditional design principles and aesthetics. His work reflects a significant shift towards a more expressive and experimental approach, intertwining graphic design with elements of art and culture.