The Effect of Modern and Postmodern Trends in Poster Design: Changing Paradigms in Visual Communication
Chapter from the book:
Kaya,
S.
E.
&
Arslan,
D.
(eds.)
2023.
Current Readings on Graphic Design.
Synopsis
Visual communication has served as a crucial tool for conveying information, evoking emotional responses, and comprehending messages among people throughout history. As the reach of this tool has expanded, visualization of communication has originated in various forms. One particular form is poster design, in which visual messages and communication are used extensively. Poster designs captivate audiences by effectively conveying messages through remarkable and meaningful visuals. This research aims to delve into the contributions of both modernism and postmodernism to poster design, and how visual communication paradigms have evolved over time. The study examines the impact of modernism and postmodernism art movements - deemed significant turning points in the history of thought and art - on poster designs and the visual elements within. The investigation centres on the transition of modernism into minimalistic design and postmodernism into an architecture that stresses critical thinking, diversity, and complexity. The impact of two distinct art movements has significantly influenced the aesthetics of poster design, message conveyance and audience engagement. As such, this study examines examples of modern and postmodern design, discussing the different approaches and artistic expressions of these two movements in poster design. Furthermore, the fusion of postmodern poster characteristics, like irony and parody, with modernism's principle of order and simplicity, is closely examined. The study investigates the potential impact of combining modern and postmodern aesthetics on future poster design and predicts the evolution of visual communication within this context. The article aims to contribute to the field by enabling designers to trace the poster design movements of modernism and postmodernism and comprehend the changes in visual communication.