Constructivism vs Plakatstil / Sachplakat

構成主義 / プラカートシュティール／即物ポスター

Constructivism comes from Avant-garde and Plakatstil / Sachplakat from Advertising Posters. Both are read here as style. They are reached for with some of the same intent, which is where they get confused.

Constructivism

Constructivism — El Lissitzky《赤い楔で白を撃て》1919 — Wikimedia Commons / Public domainConstructivism — El Lissitzky 作品 1919 — Wikimedia Commons / Public domainConstructivism — Liubov Popova《コンポジション》1917 — Wikimedia Commons / CC BY 2.0

Turns a message into motion with diagonals and hard contrast.

Plakatstil / Sachplakat

Plakatstil / Sachplakat — Lucian Bernhard, Priester Matches poster, c. 1905 — People’s Graphic Design Archive より引用Plakatstil / Sachplakat — ホールヴァイン アウディのポスター — Wikimedia Commons / Public domainPlakatstil / Sachplakat — ホールヴァイン レーゲンスブルクのポスター — Wikimedia Commons / Public domain

Cuts advertising down to the product and its name, delivering meaning at a glance from across the street.

ConstructivismPlakatstil / Sachplakat
Era1910s–1930s1900s–1910s
FamilyAvant-gardeAdvertising Posters
KindStyleStyle
CuesRed, black and white / Diagonal axis / Photomontage / Imperative letteringA single product image / Bold contours / Flat color / A short brand name
Best used forCampaigns that demand action · Delivering a strong statement in an instantOutdoor advertising that fixes one product in memory · Betting everything on a single feature
TypeHeavy condensed type in capitalsA short, heavy hand-drawn headline
CompositionCollide photography and type along a diagonal spineOne large product, one line of name, a solid ground
MaterialCoarse halftones, cut-out photos, three colors onlyTwo to four colors, shadowless imagery, clean contours
CautionCarries strong propaganda associations. Check the ethics of context and message.Simplification is not omission. Choose the one thing to keep from what makes the product itself.

Put these two together

Avant-garde ／ Advertising Posters

IndexStyle