The seductive design of Art Deco posters

The seductive design of Art Deco posters

In one of my previous posts, I talked about the Art Deco Style and how this movement influenced everyday life at the time. Geometric shapes in design and the use of the new materials in construction, such as glass and steel, reflected the need of a new machine era, the desire of technological progress, glamour, movement and power which characterized the 1920s Great Gatsby era.

The art deco style represented a natural evolution of the “Art Nouveau” movement that could be found in France 10 years before. This “total” art style, inspired by natural forms and structures, particularly the curved lines of plants and flowers, embraced all figurative arts like architecture, graphic art, interior design. It also influenced the decorative arts including jewellery, furniture, textiles, household silver and other utensils, and lighting, as well as the fine arts.

The use of posters for advertising began in 1890 thanks to Art Nouveau.  

One of the most representative exponent of the Art Nouveau movement was Czech artist Alphonse Mucha (1860-1939) whose creations stood out for the elegance and sensuality of the feminine body portrayed surrounded by floral motifs. 

Art Nouveau style "Savonnerie de Bagnolet" poster by Alphonse Mucha, 1897

Art Nouveau style "Savonnerie de Bagnolet" poster by Alphonse Mucha, 1897

Art Nouveau style "F. Champenois Imprimeur-Éditeur" by Alphonse Mucha, 1897

Art Nouveau style "F. Champenois Imprimeur-Éditeur" by Alphonse Mucha, 1897

Art Nouveau poster "Moët and Chandon Cremant Imperial" by Alphonse Mucha, 1899

Art Nouveau poster "Moët and Chandon Cremant Imperial" by Alphonse Mucha, 1899

After the Great war advertisement posters shifted from flowing, floral illustration to streamlined, geometric graphic design. 

While Art Nouveau style made use of graceful curvy flower shapes, borrowed from nature, Art Déco was totally the opposite: symmetric lines, modern shapes like spheres, polygons and rectangles represented the newly established approach to technology and industrialisation. And, as it happened for the Art Nouveau, the Art Déco style influenced all the figurative arts and everyday life with advertising and magazines.
Futurist paintings as well as posters were most influenced by Cubism, as this movement, making use of geometrical forms, allowed them to better coordinate the different expression of thoughts and transfigure the essence of trendiness and modernity on the Roaring 1920s. 

As the technological progress and economic growth ride the wave of the industrial revolution, many companies understood the value of an effective advertising and the impact that this could have in influencing the potential customers. By this way, these companies begun commissioning to poster illustrators some works for their printed commercials. Clothing, woman’s cosmetics, cigars, shoes, films, drinks and food, every king of good was publicized by these artworks of great impact.
Geometric shapes were new means of communication along with contrasting colours and suggestive subjects were used to make a great impact on public. Inherently seductive posters were able to catch the audience attention at first sight and made every item look appealing and desirable. 

 

René Magritte

Magritte (1898 -1967) was a Belgian surrealist artist. His images were provoking and he often depicted ordinary objects in an unusual context. His works are known for challenging observers' preconditioned perceptions of reality. He influenced pop, minimalist and conceptual art.

René Magritte "Oh! Oh! Je n' savais pas ça!", sheet music, 1926

René Magritte "Oh! Oh! Je n' savais pas ça!", sheet music, 1926

René Magritte "Cimères", sheet music, 1925

René Magritte "Cimères", sheet music, 1925

René Magritte "Kardin d'amour", sheet music, 1925

René Magritte "Kardin d'amour", sheet music, 1925

 

Cassandre

Pseudonym of Adolphe Jean-Marie Mouron (1901 –1968) was a French painter, commercial poster artist and typeface designer. His unique advertising style led him to become one of the most important French advertising poster designers. 

Cassandre "L'Atlantique", 1931

Cassandre "L'Atlantique", 1931

Cassandre "Nord Express", 1925

Cassandre "Nord Express", 1925

Cassandre "Pivolo Aperitif Aux Vins De France", 1924

Cassandre "Pivolo Aperitif Aux Vins De France", 1924

Cassandre "Normandie ", 1935

Cassandre "Normandie ", 1935

Cassandre "In Wagon Lits" 1932

Cassandre "In Wagon Lits" 1932

Cassandre "United States Lines", 1928

Cassandre "United States Lines", 1928

 

Federico Seneca

Federico Seneca (1891 - 1976) was an Italian advertising and graphic designer. It was one of the most prominent graphic designer requested by major companies at the time which commissioned to him their advert campaigns.

Federico Seneca "Coppa della Perugina", 1924

Federico Seneca "Coppa della Perugina", 1924

Federico Seneca "Buitoni", 1928

Federico Seneca "Buitoni", 1928

Federico Seneca "Amaro Ramazzotti", 1933

Federico Seneca "Amaro Ramazzotti", 1933

Federico Seneca "Cacao Perugina", 1930

Federico Seneca "Cacao Perugina", 1930

Federico Seneca "Modiano", 1930

Federico Seneca "Modiano", 1930

 

Charles Loupot

Charles Loupot  (1892 – 1962) was a French advertising graphic designer. His style was unique and very impressive, inspired by the Cubism and the Italian Futurism movement. Together with Paul Colin and Jean Carlu he was one of the most important creative minds in French advertising field. 

Charles Loupot "Voisin Automobiles", 1923

Charles Loupot "Voisin Automobiles", 1923

Charles Loupot "Golden Club", 1925

Charles Loupot "Golden Club", 1925

Charles Loupot "Chocolat Fondant Dauphimet", 1926

Charles Loupot "Chocolat Fondant Dauphimet", 1926

Charles Loupot "Chemin de Fer du Nord", 1929

Charles Loupot "Chemin de Fer du Nord", 1929

Charles Loupot "Peugeot" 1926

Charles Loupot "Peugeot" 1926

Charles Loupot "Col Van Heusen" 1928

Charles Loupot "Col Van Heusen" 1928

Charles Loupot "Valisère Lingerie", 1928

Charles Loupot "Valisère Lingerie", 1928

Charles Loupot "Twining" 1930

Charles Loupot "Twining" 1930

Charles Loupot "Sérodent", 1935

Charles Loupot "Sérodent", 1935

 

Marcello Dudovich

Marcello Dudovich (1878 –1962) was an Italian painter, illustrator, and poster designer. Together with Leonetto Cappiello, Adolfo Hohenstein, Giovanni Maria Mataloni and Leopoldo Metlicovitz he is considered one of the progenitors of Italian poster design. His works date back to 1910.

Marcello Dudovich "Pirelli", 1919

Marcello Dudovich "Pirelli", 1919

Marcello Dudovich "Vermouth Martini", 1920

Marcello Dudovich "Vermouth Martini", 1920

Marcello Dudovich "La Rinascente" store,  1920s

Marcello Dudovich "La Rinascente" store,  1920s

Marcello Dudovich "Olivetti", 1921

Marcello Dudovich "Olivetti", 1921

Marcello Dudovich "Agfa", 1925

Marcello Dudovich "Agfa", 1925

Marcello Dudovich "Fiat Balilla", 1934

Marcello Dudovich "Fiat Balilla", 1934

Marcello Dudovich "La Rinascente", 1935

Marcello Dudovich "La Rinascente", 1935

Marcello Dudovich "Lloyd Triestino Espresso Italia-India", 1930

Marcello Dudovich "Lloyd Triestino Espresso Italia-India", 1930

Marcello Dudovich "La Rinascente. Fiera del bianco", 1935

Marcello Dudovich "La Rinascente. Fiera del bianco", 1935

 

Paul Colin

Paul Colin (1892 - 1985) was one of France’s greatest poster artists.
His Art Deco style quickly became highly personal and impossible to categorize: the synthetic accuracy of his portraits, the evocative force of his posters marked him as a master of visual communication that his work today remains relevant and fresh. 

Paul Colin "Vichy", 1948

Paul Colin "Vichy", 1948

Paul Colin "Tabarin", 1925

Paul Colin "Tabarin", 1925

Paul Colin "Bal Nègre", for Josephine Baker show in Paris, 1927

Paul Colin "Bal Nègre", for Josephine Baker show in Paris, 1927

Paul Colin "Peugeot", 1935

Paul Colin "Peugeot", 1935

Paul Colin "Cinzano", date unknown

Paul Colin "Cinzano", date unknown

 

Jean Carlu

Jean Carlu (1900 - 1997) was a French advertising and graphic illustrator.
Together with Cassandre, Paul Colin and Loupot Charles was one of the most important French advertising poster artists of the postwar period. His style was influenced by Cubism. He distinguished himself at the time for ist clear and concise communication skills.

Jean Carlu "Au Bon Marché", 1927

Jean Carlu "Au Bon Marché", 1927

Jean Carlu "Vanity Fair" magazine cover, 1930

Jean Carlu "Havana Larrañaga Cigars", 1929

Jean Carlu "Havana Larrañaga Cigars", 1929

Jean Carlu "Aquarium de Monaco",  1926

Jean Carlu "Aquarium de Monaco",  1926

Jean Carlu "Dentifrice Gellé", 1927

Jean Carlu "Dentifrice Gellé", 1927

Jean Carlu, USA advertising poster for WWII, 1942

Jean Carlu, USA advertising poster for WWII, 1942

Jean Carlu "Pousset/Spatenbräu", 1930

Jean Carlu "Pousset/Spatenbräu", 1930

Jean Carlu "Odeon", 1929

Jean Carlu "Odeon", 1929

Jean Carlu "Birds Custard", 1935 

Jean Carlu "Birds Custard", 1935 

 

Sepo

Severo Pozzati (1895 –1983), a.k.a. Sepo, was an Italian graphic designer. He was one of the most important adverts posters designers of Europe. He gave more importance to communication in advertising instead of beeing concentrated just on the decorative function of it.

Severo Pozzati (Sepo) "Noveltex", 1928

Severo Pozzati (Sepo) "Noveltex", 1928

Severo Pozzati (Sepo) "Noveltex - pour le soir", 1935

Severo Pozzati (Sepo) "Noveltex - pour le soir", 1935

Severo Pozzati (Sepo) "Motta", 1934

Severo Pozzati (Sepo) "Motta", 1934

Severo Pozzati (Sepo) "Cigarettes Anic", 1934

Severo Pozzati (Sepo) "Cigarettes Anic", 1934

Severo Pozzati (Sepo) "Cigarettes Balto", 1932

Severo Pozzati (Sepo) "Cigarettes Balto", 1932

Severo Pozzati (Sepo) "Neptunia" Cruise, 1932

Severo Pozzati (Sepo) "Neptunia" Cruise, 1932

Severo Pozzati (Sepo) "All roads lead to Rome", 1935

Severo Pozzati (Sepo) "All roads lead to Rome", 1935

Severo Pozzati (Sepo) "Fil La Chaine", 1930

Severo Pozzati (Sepo) "Fil La Chaine", 1930

Severo Pozzati (Sepo) "Ricqlès", 1930s

Severo Pozzati (Sepo) "Ricqlès", 1930s

Severo Pozzati (Sepo) "Tortonese", 1934

Severo Pozzati (Sepo) "Tortonese", 1934

 

Leonetto Cappiello

Leonetto Cappiello (1875 - 1942) was an italian advertising illustrator and caricaturist. 
He was one of the fathers of modern advertising posters art and the most innovative of the time. His innovative style was mostly captured in its works from 1899 until 1920. 

Leonetto Cappiello "Bitter Campari", 1921

Leonetto Cappiello "Bitter Campari", 1921

Leonetto Cappiello "Inchiostri Bo", 1921

Leonetto Cappiello "Inchiostri Bo", 1921

Leonetto Cappiello "Parapluie Revel", 1922

Leonetto Cappiello "Parapluie Revel", 1922

Leonetto Cappiello "Parapluie Revel", 1922

Leonetto Cappiello "Parapluie Revel", 1922

Leonetto Cappiello "Pirelli", 1921

Leonetto Cappiello "Pirelli", 1921

Leonetto Cappiello "Cordial Campari", 1921

Leonetto Cappiello "Cordial Campari", 1921

Leonetto Cappiello "Vov", 1922

Leonetto Cappiello "Vov", 1922

Leonetto Cappiello "Victoria Arduino" Espresso machine, 1922

Leonetto Cappiello "Victoria Arduino" Espresso machine, 1922

Leonetto Cappiello "Veuve Amiot", 1922

Leonetto Cappiello "Veuve Amiot", 1922

Leonetto Cappiello "Cognac Monnet", 1927

Leonetto Cappiello "Cognac Monnet", 1927

Leonetto Cappiello "Kub", 1931

Leonetto Cappiello "Kub", 1931

Leonetto Cappiello "Moussant", 1938

Leonetto Cappiello "Moussant", 1938

Soon, Art Deco style posters became incredibly popular. They totally caught the essence of the modern man’s desire to consume and to possess during the machine age. 

Today, these eye-catching posters that worth a fortune, still stand out for their unique style of capturing the moment. Pioneer advertising illustrators and their works are a great example of how an effective communication can control our tastes, creating new needs and making something more desirable to our eyes. One can imagine the reaction of the message’s addressee, influenced at a point of no return, be like “Man, I need this in my life!”

Gerold Hunziker "Bugatti", 1932

Gerold Hunziker "Bugatti", 1932

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