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.

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?

RESPONSES:

In “Master Laszlo Moholy-Nagy Saw Photoshop Poming 90 Years Ahead of Time” Madeleine Morley points out Moholy-Nagy’s aesthetic approach. It was focused on the integration of typography and photography into a new kind of design. It was mentioned by Moholy-Nagy that the typography and photography was not for decorative purposes only but for a new kind of visual communication to express ideas and emotions more effectively. This is better than the traditional design/typography because the new design and typography should be purposeful and serve a clear function for this new world, rather than simply being decorative or ornamental. 

The role typography, photography, and other media play in shaping a new kind of design is to better the communication of information. The use of different media enhances functionality and how effective a design is. Designers now will have to integrate different media in their designs in a way that creates a visual language that communicates the message clearly.

Technological advances influenced aesthetic forms and theories in early 20 century-design in very innovative ways. In the essay “Typophoto”, Laszlo Moholy-Nagy talks about the start of new technologies that would allow artists/designers to combine typography and photography in new creative ways. A modern example of this is photoshop, this technology helps designers create visual languages that can communicate to a big audience.

Annotations: 

1) Bauhaus Master LĂĄszlĂł Moholy-Nagy Saw Photoshop Coming, 90 Years Ahead of Time 

2) Typephoto 

3)The typophoto governs the new tempo of the new visual literature.