Gaya Visual New Wave

Summary

This lecture delves into the New Wave design style, a postmodern evolution of Swiss International style. It highlights key characteristics such as chaotic grids, artistic freedom, and experimental typography, distinguishing it from its predecessors. New Wave embraces color, irregular layouts, and textures, making it both expressive and commercial. Prominent figures like Wolfgang Weingart, Dan Friedman, and April Greiman played pivotal roles in shaping the movement, with Weingart being dubbed the father of New Wave. The style’s influence on contemporary design is evident in its bold, vibrant approach to graphic art and typography.

Takeaways

• 😀 New Wave is a continuation of postmodernism, influenced by the Swiss style (or International style) of typography.
• 😀 The key difference of New Wave from its predecessors is its chaotic grid structure, where text can be placed irregularly, such as centered or aligned left or right.
• 😀 New Wave allows for artistic freedom, with bold designs and unconventional text hierarchies, meaning the order of text doesn't need to follow a standard reading flow.
• 😀 The New Wave design style embraces the use of textures, transparent effects, and opacity in typography, unlike the clean-cut International style.
• 😀 One of the defining features of New Wave is its disregard for minimalism, introducing larger and more varied fonts, as well as bolder colors.
• 😀 Despite being influenced by anti-corporate movements like Punk and Dadaism, New Wave is considered more commercial, using vibrant colors and unconventional design for mass appeal.
• 😀 According to Andrew Blfeld, New Wave is a direct reaction to the minimalism and flat design of Swiss typography, challenging its rigid structure.
• 😀 New Wave embraces distortion, such as rotating elements, adding drop shadows, or removing shadows altogether, rejecting the formal rules of earlier design styles.
• 😀 Wolfgang Weingard, a German designer, is considered the father of New Wave, known for transforming Swiss typography into a more rebellious and chaotic design style.
• 😀 Designers like Dan Friedman and April Greiman took inspiration from Weingard, expanding New Wave's influence in America and creating their own distinct variations with even bolder colors and designs.
• 😀 New Wave is both a challenge to traditional design principles and an evolution of previous styles, blending artistic experimentation with modern commercial needs.

Q & A

What is New Wave graphic design, and how does it differ from Swiss Style?

New Wave graphic design is a style that emerged in the 1970s as a reaction against the rigid, structured Swiss or International Typographic Style. It is characterized by chaotic grids, irregular text hierarchies, and bold, experimental typography. Unlike Swiss Style, which emphasized order and consistency, New Wave embraces artistic freedom and visual distortion.

What are the key characteristics of New Wave graphic design?

Key characteristics of New Wave graphic design include chaotic grid structures, irregular text hierarchies, playful typography, bold use of color, and the integration of collage techniques. Designers often distort or rotate typefaces and layer text in unconventional ways, breaking from the clean, minimalist approach of Swiss Style.

How did New Wave graphic design challenge traditional design principles?

New Wave challenged traditional design principles by abandoning structured grids, embracing visual disarray, and rejecting the minimalist focus of Swiss Style. The use of distorted typography, varying font sizes and colors, and the intentional disruption of text hierarchies were all part of this radical shift.

What is the significance of 'text hierarchy' in New Wave design?

In New Wave design, text hierarchy is intentionally disrupted. Unlike traditional design, where the order of text is carefully arranged to guide the viewer's reading path, New Wave designs allow for a more random or unpredictable text flow. This non-traditional approach adds to the visual chaos and breaks away from strict readability conventions.

How does New Wave differ from Postmodernism in design?

New Wave shares some roots with Postmodernism, particularly in its rejection of modernist principles and embrace of contradiction and subjectivity. However, New Wave is more focused on graphic design specifically, with an emphasis on typography and layout. While Postmodernism broadly critiques cultural and aesthetic norms, New Wave applies these ideas within the context of design by introducing chaos and distortion.

What role did Wolfgang Weingart play in the development of New Wave design?

Wolfgang Weingart, a Swiss designer, is considered the 'father of New Wave' design. He revolutionized typography by moving away from the rigid principles of Swiss Style and introducing distorted, experimental forms. His work emphasized chaotic grids and irregular typography, influencing the direction of New Wave and inspiring many other designers.

Can you explain the concept of 'typographic distortion' in New Wave design?

Typographic distortion in New Wave design involves manipulating typefaces in unconventional ways. This can include rotating, skewing, or layering letters, as well as using multiple font weights and sizes. These techniques intentionally disrupt traditional typographic norms to create more dynamic and expressive visuals.

What is the relationship between New Wave design and commercialism?

Although New Wave design originated as a rebellious response to the corporate and commercial constraints of earlier design styles, it eventually became more commercially viable. Designers began to soften its more radical aspects, making it suitable for advertisements, branding, and other commercial applications, while retaining its artistic freedom.

How did April Greiman contribute to the spread of New Wave design in the United States?

April Greiman was an American designer who played a key role in introducing New Wave design to the United States. She studied under Wolfgang Weingart in Switzerland and applied the principles of New Wave to her work in the U.S. She is known for her bold use of color and experimental typography, further pushing the boundaries of graphic design.

What are some of the visual elements commonly found in New Wave design?

Common visual elements in New Wave design include distorted typography, chaotic grid structures, vibrant and contrasting colors, textured effects, and collage techniques. Designers often break from traditional order and hierarchy, creating a more visually dynamic and unpredictable design.