The term postmodern has been utilized in the graphic design world since around the 1970s and is utilized to portray a craftsmanship development that negated the setup types of innovation. Post innovation is likewise used to demark a period in craftsmanship, design,art and graphic design, fashion graphic design, engineering and is portrayed by the surrender of solid divisions of a kind.
Graphic design masters thought post innovation was simply problematic guilty pleasure comprised of a blend of styles, with no conventional attributes. It was before long considered however that it was another perspective about design.
The beginning of the era of post-modernism is conventionally considered in the 1960s and 1970s. In the era of postmodernism, in the words of Canadian scholar McLuhan, the planet is gradually acquiring the status of a work of art, and the man turns into an object of artistic manipulation. As a result of human activities, the environment is converted according to the laws of creation, and the boundary between art and reality disappears. Design becomes a key form of professional and creative activities, and in connection with the development of the Internet special, the flagship role begins to execute the graphic design.
The main thesis of the classical understanding of the essence of design is “form follows function” — has ceased to be the main and crucial role of design became to be not so much the satisfaction of human needs, how to establish communication with him as with a potential customer.
When this was a complete victory of visual culture — there’s no need for the readability of the font, as reversals of magazines are perceived as the whole picture together with display fonts and text columns. In the first place is the problem of metaphorical formation, which is aimed at creating game situations as the most effective of the context of reception by the consumer inherent in the project conceptual ideas. Stylistic features of postmodernist design due to the fact that the consumer society has entered the phase of excessive consumption and this “excess” over 1980-1990 will determine the situation and in graphic design.
It is in Basel — the home of the international style was born the New wave in graphic design, the origins of which was laid by a student and colleague of the greatest masters of the Basel school of E. Ruder and A. Hoffmann — Wolfgang Weingarten (b. 1941).
A year after the appearance of Weingart the Basel school (1964) in his mind began soul-searching Swiss typography caused by the feeling of hard work developed the Canon and the impossibility of the realization of the free creative mind of a designer and simply graphic design.
V. Weingart began the process of restoring the rights of the visual marker solution of design tasks, which initially began to experiment with the effects that arise due to character distances and interlinearly. It is with Weingart began a departure from the readability as the main requirements for printed text.
English author on design, graphic design artists, typography and visual culture expressed “The results of postmodern culture may some of the time bear likenesses to pioneer works, yet their motivation and reason for existing are on a very basic level unique”. At that point, he proceeded to state “Where innovation oftentimes assaulted business mass culture, guaranteeing from its better viewpoint than realize what was best for individuals, postmodernism goes into a complicitous association with the predominant culture. In postmodernism, innovation’s various leveled differentiations between advantageous ‘high’ culture and trashy ‘low’ culture breakdown and the two become equivalent potential outcomes on a level field”.