The development of print advertising is inseparable from the development of design art, and the improvement of design level is always accompanied by the progress of society and the rational growth of human beings.
the leader of arts and crafts movement is William Morris ,1834-1896), a British artist and poet. He advocates reasonable obedience to the distinction between material properties and production technology, production technology and design art, and thinks that "beauty is value and function". Morris has a famous saying: "Don't put something in your house that you think is useful, but you don't think is beautiful." Its meaning naturally refers to the unity of function and beauty.
the representative works designed by Morris, an important promoting factor appeared at the beginning of this movement, namely the Arts and Crafts Exhibition Association (The Arts &; Since its establishment, this association has held a series of design exhibitions continuously, providing an opportunity to learn about excellent design and elegant design products in Britain, thus promoting the development of arts and crafts movement.
at the beginning of the 2th century, the modernist design movement flourished around the world. This is a real revolution in design. Through this movement, design has become an activity that serves the public and mass production for the first time. Modernist design rose in the European continent, reached its climax in the 192s, and developed in full swing throughout Europe. In Germany, through the efforts of Walter Gropius and Mies Van der Rohe, pioneers of modern design movement, and through the exploration of "Bauhaus", the world's first design school founded by them, modern design has reached an amazing height and achieved very important results. Thinking, method and form have had a positive and profound impact on the subsequent design, which basically changed the connotation and essence of the past design. Due to the influence of World War II, modernist design and its representatives moved to the United States, where they developed healthily and rapidly, and gradually formed an unprecedented wave of internationalist style.
during this period, the "de stijl" produced in the Netherlands was also very active, and its representative figure was Theo van Doesburg (1883-1944), whose Style magazine, founded in 1917, fully expressed their ideas. Like the German Bauhaus, "de stijl" established a clear purpose of artistic creation and design, emphasizing the cooperation between artists and designers, the individual development on the basis of union, and the balance between the collective and the individual. For mondriaan, form is not a special condition and feature, but an eternal element of nature. Mondriaan's works fully express his artistic thoughts.
mondriaan's works, the founder of Bauhaus, Walter Gropius ,1883-1969) is the most important modern designer, design theorist and founder of design education in the 2th century. His design thought has distinct democratic color and socialist characteristics. He always hoped that his design could serve the working people, not just a few powerful people.
One of the core ideas of Gropes' founding Bauhaus is that he thinks that art and handicraft are not opposites, but two different aspects of an activity. Therefore, he hopes that they can get a good and harmonious combination through educational reform. Due to Gropes' piety and unremitting efforts, Bauhaus became the birthplace of modern design movement.
Because the World War II caused serious trauma to countries all over the world, the United States, which was far away from the war, developed rapidly because it was not destroyed by the war. After the war, the United States occupied the right time and place and became the strongest capitalist country in the world, and its economy reached a new peak soon after the war. In the United States, the only driving force to promote the development of design activities is economic vitality, and the design level in the United States was once very developed because of the huge market demand. In the post-war era when materials were extremely scarce, westerners were most interested in American-style mass material culture instead of typical and luxurious design. Because Coca-Cola was the first to enter the world market, it was called "Coca-Cola Colonialism". In the second half of 195s, western countries began to learn and imitate American popular culture and cultural concepts. Together with the core of American design, that is, the styles and design methods that emphasized the "planned abolition system" were also eclectic and fully absorbed. If we use one word to describe the design style of the 196s, then the most appropriate one should be "Pop". The "Pop" design movement is an anti-modernist design movement, that is, it opposes the modernist design tradition centered on Bauhaus in Germany since 192. The root of this movement thought actually comes from American popular culture. In other words, American popular culture and consumer culture have become the reference and inspiration for the "Pop" design movement in Britain and Europe. American design basically develops along two different paths. The first is the big enterprise behavior of internationalism, which represents the mainstream development direction of capitalism. Another development direction is the rapid increase of independent design firms, and they begin to enter a new design field: corporate image design.
Japan is the only non-western country among the developed countries in the world. Its industrial revolution was more than 1 years later than that of the western countries. It began to develop its own modern design around 1953 and became one of the most important design powers in the world in the 198s.
Japanese design has two completely different style features, one is a traditional design that is more national, warm and historical; The other is the international, advanced and developed modern design. The success of this traditional and modern dual-track system has provided a very meaningful model for those countries with a long history and tradition.