analyses the articles on Graphic Designs

Advertisement and Graphic Design in the Post Modernist era show some stark dissimilarity in the underlying ideology when contrasted with the graphic designs of the modernist era . The modernist graphic design was based on the ideology final form follows functionality . The designers of the post modernist era have overstepped this modernist convention which linked form to function . The following paragraphs will dwell into a brief of the underlying philosophy of graphic design as it corresponds to the modernist and the post modernist trends

Most authors unanimously agree that the modernist era began

around 1913 and continued until 1945 (Barnard . The modernist design lacked unnecessary decorations and ornamentation the idea was to put functionality before form The modernist design used simple fonts such as sans serif and Helvetica , use of flashed left margins and ragged right margins was common in the modernist design (Barnard . Four main characteristics define the modernist graphic designs (Barnard . These are

Aesthetic self reflexiveness

Montage

Use of Paradox Ambiguity and Uncertainty

Loss of an integrated subject

Aesthetic self reflexiveness is the way in which artist think about or thematic about the practice of art using the colors , shape , design and form (Barnard

Montage refers to the form of construction of art or design where the art is constructed using previously created works of art . It also refers to a technique of creating art using cut outs from posters or photographs (Barnard

Some modernist designs create an illusion of paradox , ambiguity and uncertainty . The implication is that the designs or the art have multiple meanings or a theme which defies reality (Barnard

Loss of integrated subject refers to the tendency of the art and design not revolving around a central theme (Barnard

The post modernist design shows lack of cultural difference this is mostly because of globalization . The post modern design incorporates indirect theme or a de centering of the subject . Additionally pre modernist design incorporates complexity of form (Barnard . The following paragraphs present examples on modern and post modern graphics design and will attempt to compare and contrast them

Egbert Johnson 's design of logo for the Container Company of America (CCA ) is a classic example of design which ideally represents the modernist trends of putting functionality before form . The design was simple and functional it comprised of a drawing of a cardboard box superimposed on an outline of the United States Of America . The drawings were superimposed with sans serif fonts CCA . The logo gained popularity its popularity can be attributed to its efficient and uncluttered look (Barnard

Bayer 's poster is another classic example of modernist design , the poster is represents the warning of Roosevelt to the American public to refrain from soft living . The poster portrays the face of laughing women , another women 's leg , fruit , diamond ring and a bucket containing a champagne bottle , a dice and a lottery ticket . The poster was commented with the words Payola ' and Corruption (Barnard . The poster had a wacky manner of representing Roosevelt 's warning...