Questions / Prompts

  • According to these authors, what is their aesthetic approach, and why is it better than the traditional design/typography of the past? 
  • What role should typography, photography, and other media play in shaping a new kind of design?  
  • How did technological advances influence aesthetic forms and theories in early 20th Century design?

Madeleine Morley; Master László Moholy-Nagy Saw Photoshop Coming, 90 Years Ahead of Time(2019), AIGA Eye on Design, László Moholy-Nagy; Typophoto (1925): Graphic Design Theory: Readings From the Field by Helen Armstrong on pages 32-34, Jan Tschichold, “The Principles of the New Typography” 1928: Graphic Design Theory: Readings From the Field by Helen Armstrong on pages 35-38.

Both readings convey a shared message: leave old practices of typography/photography usage in the past, time to merge both, time to adapt to the future and use typography more objectively. This new approach as opposed to the traditional way is not only aesthetically better but also purposeful and effective to communicate. Moreover, it is influential for other designers to come up with unique styles, continuing to push the boundaries of design and using technology as an asset.

In contrast to being creative and creating art for the sake of it, combining different media and using techniques such as typophoto should be intentional and purposeful to communicate better while being visually catchy. Ornamental type is no longer useful for that. Type should function to follow form. The use of multimedia to influence new designs should be a way to connect people.

Not only did technology influence design aesthetics in the early 20th Century but the unique styles that came out of its advances, designers also inspired each other in coming up with new unique styles or ideas. It’s safe to say that Maholy-Nagy had a glimpse of the future because we continue to see that in contemporary design and it will continue like that because technology continues to advance with the passing of time.