History of Commercial ArtPart 1 of 2

Graphic Design,

Communication and Media

History of Graphic Design

Three key ideas

• From the first Printing Press to modern technology

• Defined by social, political and technological milestones

• The tasks of the graphic designer evolved

Examples

• Prior to the printing press

Chinese calligraphy c.1st cent.Medieval diurnal (book)

Ice age engraving on bone

1st Evolution in Printing

• Books were valuable and rare

• Mass production involved long hours, labor

• Mass production because important

Printing evolution 1

• Wood Block

• Clay

Sumerian Clay Stamp

China-woodblock print

• German Woodblock, c. 1440

Wood block/Clay Printing

• The Reverse Image

• Raise areas print

• Removed areas do not

Printing Evolution 2

• The Printing Press

Guttenberg Press Repro., Dartmouth, MA

Guttenberg Type

First Uses of the Guttenberg Press

• 42 Line Bible

• Letters of Indulgence

Effects of Printing Press

• 16th C.– Presses spread through Europe– 1460-1520 The incunabula

• 17th C.– Shakespeare in Print

Printing Evolution 3

• 1796 Lithography (stone printing) invented– High Detail– Low Cost

The Industrial Revolution• Capitalist replaced the landowneras the most powerful force inWestern countries; investment inmachines for mass manufacturebecame the basis for change inindustry.• Demand from rapidly growingurban population with expandingbuying power stimulatedtechnological improvements.• In turn this enabled massproduction, which increasedavailability and lowered costs.• The cheaper, more abundantmerchandise now availablestimulated a mass market andeven greater demand. Figure 9-63. Victorian advertisements,

1880-90. Meggs

Supply and Demand

• A basic concept, but the industrial revolution created distinct commercial “markets” because of varying tastes and wealth.

• Campaigns to reach specific consumers began

Victorian Era

• Wealth and the Middle Class

• Extravagant, decorative elegance

• Idealism in style-in décor, architecture, dress and mannerisms

Arts and Crafts Movement-1890’s

• Revolt against mass production

• The individual artists work vs. corporate art

• William Morris-Book Designer spearheaded this movement

Samples

Guiding Questions for the samples

• Describe the physical characteristics of each sample

• What technical processes were used to create the sample?

• What is the function of the sample?

• Is it a good? Why or why not?

Book cover

Describe the physical characteristics of the sample

What technical processes do you thinkwere used to create the sample?

What is the function of the sample?

Is it a good? Why or why not?

CardDescribe the physical characteristicsof the sample

What technical processes do you thinkwere used to create the sample?

What is the function of the sample?

Is it a good? Why or why not?

Magazine Cover

Describe the physical characteristicsof the sample

What technical processes do you thinkwere used to create the sample?

What is the function of the sample?

Is it a good? Why or why not?

What do you Predict Happened

• This Power point Covers the beginning of commercial art to the late 1800’s.

• What do you predict happened to commercial art after that time?

• Discussion Tab Activity