This article about a less-is-more-approach in Creative Review really chimed with me and got me thinking!
I’ve worked in the world of graphic design now for thirty-plus years and, as student, was influenced by the new wave of deconstructed graphic design. Led by companies such Tomato, The Designers Republic, David Carson and Why Not Associates to name but a few. The attitude was, if it could be constructed, it could be deconstructed - it was a kind of an anti-design movement. Layer upon layer of grungy typography, ephemeral splatterings and blocks of colour that was sometimes barely legible - I couldn’t get enough of the visual energy and confusion. It felt that graphic design and typography had been invigorated and visually liberated.
As with all design and art, it’s influenced by innovation, technology alongside popular culture that occurs at that particular time. Deconstructivism was indeed a product of its time. With an Apple Macintosh Classic and some Adobe desktop software this scattergun approach to graphic design could be easily visualised (in the right hands of course!).
Now, I think it’s not just my age or circumstances that has made me adopted a more minimalist approach to graphic design. I think in today’s ‘social online world’ there is so much on-tap clutter, that to cut through the ‘visual noise’ you have to have a clean and concise message. Time is precious and we need some headspace to take it in. Minimalism can give you that stress-free zone to take a pause and breathe.
Sometimes a job doesn’t need an overhaul it just needs to be rationalised, decluttered and the good elements celebrated in a new way. Ultimately ‘good design’ should transcend many years, if not decades. This gives longevity and quality to a brand and ultimately that return on investment.
I suspect graphic design will need deconstructing again at some point. Fashion and design are cyclical and one day we’ll need to fill our heads once again with all that visual noise and clutter. As I get older, will I be influenced by that or will my circumstances and wellbeing influence how I design? I suspect, or maybe hope the former, as it would be nice to revisit my youth in old age!