Designer Katherine McCoy argues, "if design is about life, why shouldn't it have all the complexity, variety, contradiction, and sublimity of life? Not only does this philosophy apply to the chaos that surrounds us in everyday life, but it is a better representation of today's mainstream popular culture. McCoy was determined to bring complexity into the design during the 1970's. During the past several decades, the design elements of New Wave and Postmodernism spoke to people through design. People began to step out of the grid-like design element but many also continued to use the grid, but putting a more artistic, and creative spin on the graphic design itself. Playing with the grid and creating a whole new style was something that Paula Scher was able to accomplish in her designs during the late 1980's, a time where form and content, modernism and postmodernism clashed when it came to the use of typography within the whole design, and the overall graphic design itself.
The grid itself was once viewed as being believable, because the content itself was supposed to be believable to all those who viewed it. But designers like Katherine McCoy and Paula Scher must have believed in the idea that one should not look at the actual message because the message itself was within the design. Clarity in the design was not the main goal , but refiguring what could be appealing to mainstream society was, especially for Paula Scher. Through the use of chaotic, yet creative typography and graphics; the viewer or reader was challenged to pay attention.These New Wave and Postmodernism designs were an obvious step away from the grid, challenging the formality of the grid while also being critically examined through the eyes of postmodern viewers.
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