Reading Response 3 – EF

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.

Prompt

• 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?

Response

Undoubtedly, modernization, the industrial revolution, and new technologies are what gave way to artists and designers to create new techniques and expand their art. His new aesthetic approach was nothing more than a complete modernization of art. They quickly adopted modern technological innovations and did not wait for anything to take advantage of them to the best of their ability. For them, it meant that their art could be heard by more people, and completely change the rules of design. The reason is that the process of carrying out the different works became, in a certain way, easier, and it even innovated with a variety of techniques.

At this time to see how typography, photography and other types of media evolve, it would be necessary to see how the new technology develops, see its applications and new skills. Once these new technologies are established, typography and photography will have to adapt to a new technological world and as they have been doing since the 1920s, they must take advantage of it and find new ways to convey the message and attract the public. As is becoming evident, the future of design is in these elements.