Spread of Modernism / Typo-graphics

Typo-graphics

Within advertising and new modern movement - designers were increasingly using photography and typography together. They felt that photography provided a substitute world, reality and adds information and explanation. Therefore designers combined typography and photographs, typo-foto being the main way to communicate, with underlying grid structures and proportion to create a sense of beauty.

Spread of Modernism/ New Photography

'Old photography' was painterly, quaint. 'New photography' was using photography as an effective visual statistic. It was very much linked to advertising and art direction. They were used to give visual direction, the look or feel of a campaign or magazine. Within advertising the products were also being made to look more glamorous using women to sell the products. The product was the foreground, with the factual information and few or no words. Photographs were used in journals : Walter Cyliaz (1933)

Hans Neuberg (1904-1983) was a swiss modernist designer. With the piece above from the 1960's where it shows woman being used as the product, using beauty to sell. Neuberg is also one of the pioneers of the International style, along with Brockmann.

1930's onwards:

Was the golden age of photographic Illustration. Techniques of a new vision were employed by designers, use of a single and centred images. De-familiarisation.