• 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.

These authors have an approach of completely disregarding the central-axis composition, describing it as an artificial, invisible backbone. The New Typography is better than the traditional print and press type because it allows for more expression with arranging letters, they don’t have to follow the logical order of things. As long as the type has some “high-level clarity” and “pure form”. Jan Tschichold says on page 36, “It is essential to give pure and direct expression to the contents of whatever is printed; just as in the works of technology and nature, “form” must be created out of function.” 

Typography, photography, and other media should play the role of giving more options for expression within the communication. Not just adding these elements to have more elements for people to look at, but only if those elements are to be conveyed with a sense of unity and clarity. For example, having a multi-media design is fine but only if it makes sense. The way design is heading now, it looks like most people are going to be relying on AI to make designs for them. 

Technological advances influenced design in the 20th century through propaganda heavily. Most countries used color printing and big bold type to get their point across with little to no images as possible. It also produced a new form of furniture design as well in the early 20th century.