The 1950s marked the beginning of a new era in graphic design. After the end of the Second World War, a new movement emerged in graphic design that would become known as “Swiss Style.”
This style was created by a group of Swiss designers, who sought to create a more modern and rational approach to design. The main characteristic of this style was its use of minimalism and grid-based layouts.
The Swiss Style was heavily influenced by modernist ideas, particularly those of the German Bauhaus movement. Designers sought to create an objective, rational approach to design that would be easy to understand and reproduce.
This led to the development of a grid-based layout system, which allowed for easy placement and alignment of elements on a page. The use of sans-serif typefaces was also popular, as these were seen as being more modern and easier to read than serif typefaces.
Color palettes were typically neutral with black, white and gray being used most often. Bold colors were used sparingly in order to draw attention to certain elements on the page. Images were also used sparingly, as they were seen as unnecessary distractions from the main message being conveyed by the design.
The Swiss Style also had an emphasis on legibility and clarity; text was kept simple and clean without any unnecessary embellishments or distractions from the main message being conveyed. The focus was on creating a cohesive design that could be easily understood at a glance.
In conclusion, the Swiss Style graphic design movement popularized during the 1950s is characterized by its minimalism and use of grid-based layouts, sans serif typefaces, neutral color palettes, limited use of images and an emphasis on legibility and clarity. It revolutionized how graphic designers approached their craft and has had a lasting influence on modern graphic design today.
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