New Wave is a design movement that emerged in the 1970s and 1980s in Europe, particularly in France, as a reaction against the strict formalism of the International Typographic Style (also known as Swiss Style) and the functionalist design principles of modernism.
Designers embraced a more expressive and experimental approach to design, incorporating a wide range of styles, techniques, and visual languages. They often combined traditional and unconventional materials and methods, such as hand-drawn elements, collage, and photomontage, to create visually dynamic and provocative designs.
New Wave designers also challenged the notion of objectivity in design, embracing subjectivity and personal expression as integral components of the design process. They used typography as a form of visual expression, playing with letterforms, layouts, and grids to create designs that were expressive, playful, and often challenging.
Some of the most famous designers include Neville Brody, who designed iconic covers for magazines like The Face and Arena, and Peter Saville, who created album covers for bands like Joy Division and New Order.
New Wave design had a significant impact on graphic design, typography, and visual communication, influencing a new generation of designers to embrace experimentation, personal expression, and visual dynamism in their work. It represented a departure from the strict formalism and functionalism of modernism and helped to usher in a new era of design that was more expressive, personal, and visually engaging.
Design In New Wave:
Here are some steps you can follow to design something using New Wave principles:
- Use bold typography: Use bold and expressive typography, with a focus on legibility and impact. Choose a typeface with a strong personality, and use it in large sizes to create a visually engaging design.
- Use vibrant colors: New Wave design often uses vibrant colors, with an emphasis on bright, bold hues. Choose a limited color palette, using contrasting and complementary colors to create a visually dynamic composition.
- Use geometric shapes: Geometric shapes with a focus on simple, bold forms are good steps in the right direction. Use geometric shapes to create a visually engaging and dynamic composition.
- Use punk and pop culture references: New Wave design often references punk and pop culture, using elements such as album covers, posters, and magazine covers as inspiration. Use punk and pop culture references to create a visually engaging and thought-provoking design.
- Emphasize asymmetry: New Wave design often emphasizes asymmetry, breaking free from the traditional rules of balance and symmetry. Use asymmetry to create a visually dynamic and engaging composition.
- Emphasize playfulness: New Wave design often emphasizes playfulness, with a sense of humor and whimsy. Use playfulness to create a visually engaging and memorable design.
Remember, the key to creating a New Wave designs is to embrace boldness, vibrancy, and playfulness. By using these principles to guide your design, you can create a visually engaging and thought-provoking design that draws inspiration from punk and pop culture, while still communicating your message clearly and effectively.