Designing A New Method Of Visual Communication

1461 Words6 Pages
Postmodernism in design is often distinguished by its difference in ideas and concepts to modernism. Graphic design was lead by modernism throughout the 20th century, however postmodernism was not recognized until the 1980s. Once it became known – as complicated as it was – designers saw it as an opportunity to break away from the modern movement to create a new method of visual communication with their work. Although the ‘rules’ of design were broken in postmodern practice (Poyner 2013 p.13), it simply cannot be understood without reference to modernism. While the product of postmodern design may sometimes be comparable to those of modernist works, their inspiration and purposes are different. Modernism in design is often characterized by originality, orderly layouts, dehumanized content and a focus on functionality; however these characteristics are generally rejected by postmodernism with the use of appropriation, deconstructed layouts, emphasis on personal experience and an open-ended interpretation. These features can be seen in highly influential graphic designers such as Neville Brody. Many of Brody’s advertisements, magazines and album cover designs are fragmented with the drastic use of scale, shape and colour. At the time of modernism, this was a very unusual way to approach design. I believe that both modernist and postmodern movements have heavily influenced contemporary graphic design, as practitioners today will often adjust their style to meet the needs of the
Open Document