Revisiting the Avant-Garde

Armstrong, Helen. Graphic Design Theory: Readings From the Field, Princeton Architectural Press, 2009. Pages 9-12

Technology becoming more widely accessible caused a shift in which designers had to adapt to stricter work as a result of the increasingly important role of technology. “Objectivity,” in graphic design became more difficult due to ideas that designs should be more, “Functional, minimal, rational,” these were the new expectations for graphic design which made expression more difficult since it limited “ideals and Artistic Presence.” This is one of the urgent problems facing designers today because of how things can get misinterpreted.

Making things strict and simpler may have resulted in designs look less appealling which is why some designers from the “1900s,”felt it more important for them to focus more on their own branding that would allow them to have an artistic presence without being deemed biased by supporters of the “Machine inspired, future of form,” which seemed to define what was advertiser friendly and business friendly. When a change like this happens, there are many people left out and forced to adapt which is something that modern day designers must deal with as well due to technology making things easier to make and access.

This made the foundations set forth by designers before us increasingly more important to today’s design work. A designer is responsible for solving problems by organizing and documenting the steps and impacts of their work as precautions, because they are part of a community that deals with constant changes to their field, they must be prepared for when things inevitably become more difficult, likely due to advances in technology. Since design affects our daily lives, solving problems is something designers would have to be ready for by having a strong foundation, through constantly learning about what made and makes being a designer possible.

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