Paige–Blog Post No.3





Figure 1. Cassandre, A. M. (1924). 'Pivolo' [lithographic poster]. Retrieved from https://www.wikiart.org/en/cassandre/pivolo-1924. Accessed 28 January 2019.

"The Paris printer Alfred Tolmer was author of a book published in English in 1931, Mise en Page: The Theory and Practice of Layout, which attempted a radical exposition of the new graphic design aesthetics in France. Its extravagant novelty is well expressed: 'The art of layout nowadays owes its strength to its free use of processes. From photographic apparatus, scissors, a bottle of India ink, a gum-pot, combined with the hands of the designer and an unprejudiced eye, a composition can be evolved and a novel idea expressed by simple means'" (87).
Figure 2. Privat-Livemont, H. (1896) Absinthe Robette Advertisement [Lithograph]. Retrieved from https://www.dailyartmagazine.com/absinthe-art-nouveau/ on 28 January 2020.

The art deco-style poster, like Cassandre's 'Pivolo' above (see Figure 1) does a good job demonstrating the simplicity yet effectivity that Tolmer has described. This French poster, with the sans serif type and clean minimalist color scheme and fixed lines is dramatically different than previous posters that were more 'painterly' like Henri Privat-Livemont's famous absinthe advertisement of the art-nouveau era in France at the turn of the century (see Figure 2). Tolmer has quite a radical view, because what is quoted from him above can certainly be true, but if it is the only explanation for why simply an straightforward designs that catch attention for the product advertised or message it's conveying, it would not leave room to notice that artwork, in general, has expressly changed with innovation over the decades that Tolmer discusses. This rings true even today. Now, graphic design may be able to be perfected with the precision of our digitation, but it has morphed into the production of the digital age through its use of technology as a medium, as well as content and even its form. When considering this statement, I thought of the intricate processes that allow for creation, perfection, and mass production of today's art, like the Risograph printer, which is a stencil duplicator that mimics the process of screen-printing via machine. Figure 3 is just a simple demonstration of this through my own work, that expresses typifying work of the Riso.


Figure 3. Hall-Petry. P. (2020).  Untitled [Risograph on cardstock].


Comments

  1. Hanna HJanuary 28, 2020 at 5:04 PM

    My favorite out of the three is first one by Cassandre which is named 'Pivolo'. It's so unique to look at though it's very simple. The use of the art-deco style really shows off the shapes and the art through the simple shapes. Even though it's simple doesn't mean it's not effective as simple is the best sometimes. As everything is very minimal and it focuses on where you want it to be.

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  2. Lauren LewisJanuary 29, 2020 at 10:05 AM

    My favorite of the three that you chose is the Hall-Petry. The color scheme is very interesting. I also enjoy the overlay of typography and mixed type. It gives the poster and interesting effect. One might say that it is hard to read, however, the repetition makes the viewer understand what the poster is trying to convey.

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