{"id":159,"date":"2019-11-06T19:41:44","date_gmt":"2019-11-06T19:41:44","guid":{"rendered":"https:\/\/eportfolios.capilanou.ca\/kathrinteh\/?p=159"},"modified":"2019-11-06T19:42:34","modified_gmt":"2019-11-06T19:42:34","slug":"survey-7","status":"publish","type":"post","link":"https:\/\/eportfolios.capilanou.ca\/kathrinteh\/2019\/11\/06\/survey-7\/","title":{"rendered":"Survey 7"},"content":{"rendered":"\n

Advertisements – they\u2019re everywhere; we find ourselves submerged in them on a day to day basis. Poster design is one huge facet of this industry, and though ads via the use of posters have been around for a quite a while, it wasn\u2019t until the early 20th century that the modern, simplified posters we see so often today were born. <\/p>\n\n\n\n\n\n\n\n

\"\"
The pioneering poster that started it all. <\/em><\/figcaption><\/figure>\n\n\n\n

This form of poster design was called \u201cSachplakat\u201d or \u201cPlakatstil\u201d, meaning \u201cposter style\u201d in German. The style was conceived in 1905, when Berlin based graphic designer Lucien Bernhard entered a poster design contest last minute – and won. His simplified design seen above was praised by critics, as it lacked the superfluities of typical \u201cart nouveau\u201d posters at the time. This form of advertisement with only the name of the corporation and an image of what they\u2019re selling is a type of commercial poster design, where the main goal is to get consumers to associate a product with a brand (rather than try to sell the product itself). <\/p>\n\n\n\n

Lucien not only created plakatstil, but also inspired a new era of modernist advertising – and modernism as a whole. After the intricate and crowded designs of the art nouveau movement, the public was refreshed to see such a simple, basic take on poster design. <\/p>\n\n\n\n

\"\"
By only having the product and the company name, Bernhard create brand-product association in the minds of consumers. <\/em><\/figcaption><\/figure>\n\n\n\n

Many designers proceeded Lucien in this style – the most renowned being Julius Klinger. Klinger began as a poster designer very much assimilated into the art nouveau trend; he frequented decorative fonts and intricate floral motifs. Eventually, however, he grew sick of the style which could sometimes be so overly ornate as to hide the true message of the poster completely – which is ridiculous considering the predominant point of posters is to communicate. With most of his clients being corporations, legibility needed to be at the forefront of his work, which also influenced his shift into a plakatstil style. <\/p>\n\n\n\n

\"\"
This poster by Julius Klinger exemplifies the flat colours and basic shapes prevalent in plakatstil designs.<\/em><\/figcaption><\/figure>\n\n\n\n

Plakatstil posters are simplified – containing the bare minimum as to direct the audience\u2019s focus, instead of adorning the page with decorations (that only serve to distract and pull attention from the subject). They consider negative space an asset, rather than a detriment to be filled with gaudy patterns. They know people see advertisements in fleeting moments – during a commute to work or in a magazine – and they exploit this by stripping down the poster to a basic, memorable image. <\/p>\n\n\n\n

Sources:<\/h2>\n\n\n\n

https:\/\/www.internationalposter.com\/style-primers\/plakatstil-the-poster-style\/<\/a><\/p>\n\n\n\n

https:\/\/www.britannica.com\/topic\/Plakatstil<\/a><\/p>\n\n\n\n

https:\/\/en.m.wikipedia.org\/wiki\/Plakatstil<\/a><\/p>\n\n\n\n

\n
The birth of Sachplakat: Poster design in the 20th century<\/a><\/blockquote>