Two advertising styles: "straight font" vs "curved font"

Art Nouveau advertising posters 

Wiener Werkstatte font in some posters of the group

Dynamic, undulating, and flowing lines in a syncopated rhythm, are found throughout the Art Nouveau graphics (advertisements, posters e font). All items, also the lettering, were pictured with curved flowing lines that were rarely symmetrical.

Instead Weiner Werkstatte group was obsessed with squares and grids, as is evident in these posters. The appearance of the letters and articles was unified by elements such as straight lines (orizontal, vertical and oblique) and decorative square.

Straight lines to advertise design objects

Op Art advertisement for Danese

Enzo Mari

published 1967

 

The impact of "Op" canvases was instant and dramatic. The dazzling, eye-catching visual effects of "Op" were useful to designers of logos, advertising graphics, fabrics and seemingly any two-dimensional surface which sought high impact in a fashionable idiom. These dramatic black and white patterns became ubiquitous.

In this graphic made for Danese, Enzo Mari proposes in an optical key his umbrella stand: it is drawn through straight black lines which are manipulated to communicate not only the silhouette of the object, but also its curved shape.

Da S - Pantene Ad 潘婷廣告

From a curved posture to a straight posture

http://www.youtube.com/watch?v=iNmfm3wtRys