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.
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?
According to these authors, their aesthetic approach is asymmetry, clear, simple, logical, more strong visual elements and creative to the design, and more powerful communication to the audiences. Asymmetry aesthetic has the strongest visual direction than symmetry and is easier to make a hierarchy between the main information and sub-information. It’s better than the traditional design/typography because, It is more flexible and has more space to design, without being confined to a “central axis”. If designers are proficient in asymmetric aesthetics or new visual literature, regardless of font size, visual weight, movement, and color, the designer’s artworks will have a very good visual direction, allowing the receiver to read in the order that the designer envisions and designs. Moreover, the new typography has an advantage that the traditional typography doesn’t have, which is, it omits unnecessary content, and the information will become clear because there is not too much “decoration” as traditional typography. The role of typography, photography, and other media that play in shaping a new kind of design is to provide more expression method tools and creativity to the designer. They have promoted the development of new services, allowing designers to create clear content that is easier to convey for the public to understand. The new typography brings great creativity and impact, which enables the people to keep their attention and curiosity, and that would make increase the influence and the power of design. It can be said that typography and photography are the cornerstones of the new development of typography. Technological advances have influenced the aesthetic forms and theories in early 20th Century design by creating many typographies and asymmetry/symmetry aesthetics in different ways by similar concepts. Because technological advances can help designers to explore and experiment with new ways to realize their design ideology. That gives the chance to designers of creating more unique artworks and causes some design theories to become design rules.
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