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.

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?

Reading Response-

According to the authors, their aesthetic approach is to make typography designs more original, colorful, and visually pleasing. It’s better than the traditional design/typography of the past because it gives more room for creating more original and unique designs rather than having everything look similar and on the same “axis”. Not everyone reads in the same direction, and with New Typography, we can play around with how something designed is read or how the message is received with typeface, weight, movement, colors, photos and more. The role typography, photography, and other media should play in shaping a new kind of design is being able to communicate a clear message that most can understand. Technological advances influenced aesthetic forms and theories in early 20th century design by allowing people to create more influential designs and more unique and visually pleasing designs. Design is everywhere we look. In magazines, advertisements, movie posters, brand names, clothes, logos, everywhere, and with all these technological advances, it only made designing easier to put out our ideas and make them become something real and original. With time passing, our world develops new ideas, and sometimes it may take years before most might agree or start to use it, but even Maholy-Nagy himself predicted our advances from so far back in time. It just keeps advancing as we go on.

Hypothesis Annotations

  1. https://hyp.is/BaKZgjoOEe2WeUO_eRfeKg/eyeondesign.aiga.org/the-bauhaus-master-who-saw-photoshop-coming-90-years-ahead-of-time/
  2. https://hyp.is/lBUYwjoREe2WymtM3mMQJQ/eyeondesign.aiga.org/the-bauhaus-master-who-saw-photoshop-coming-90-years-ahead-of-time/
  3. https://hyp.is/x7gHcDoREe2Kbds3sJp5FQ/eyeondesign.aiga.org/the-bauhaus-master-who-saw-photoshop-coming-90-years-ahead-of-time/
  4. https://hyp.is/tewsCjoSEe28sD-W9c_3yw/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf
  5. https://hyp.is/97FuyjoSEe2m7A9tjdoe_w/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf
  6. https://hyp.is/ztHlsDoTEe2wZ38Awxqh7w/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf
  7. https://hyp.is/BPpVRjoUEe2U2aNQ1XGzBg/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf
  8. https://hyp.is/TZ4TvjoUEe2kyjOGfrNAag/designopendata.files.wordpress.com/2014/05/graphicdesigntheory_helenarmstrong.pdf