IndexStyle

A dictionary of design styles, written from the works themselves.

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49

Arts and Crafts — William Morris, Strawberry Thief, 1883 — Wikimedia Commons / Public domain

Arts and Crafts

アーツ・アンド・クラフツ / 1860s–1910s / Style / Craft Movements

Returns material and handwork to the center of design, joining every detail of daily life under one conviction.

Repeating plants / Flat contours / Density of handwork / Colors from nature

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50

Victorian Ornament — Owen Jones, The Grammar of Ornament, Plate LX, 1868 — Wikimedia Commons / Public domain

Victorian Ornament

ヴィクトリアン装飾 / 1837–1901 / Style / Ornament

Builds a thickly layered system of ornament from many revival styles and the riches of industrial printing.

Dense borders / Symmetry / Botanical pattern / Chromolithography

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51

Vienna Secession — Alfred Roller, XIV Vienna Secession exhibition poster, 1902 — Wikimedia Commons / CC BY 2.0 · © Jean-Pierre Dalbéra

Vienna Secession

ウィーン分離派 / 1897–1910s / Style / Fin de Siècle Art

Tightens organic ornament with geometry and flat composition, erasing the border between art and design.

Square skeletons / Repeating pattern / Gold and black / Flattened figures and plants

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52

Plakatstil / Sachplakat — Lucian Bernhard, Priester Matches poster, c. 1905 — via People’s Graphic Design Archive

Plakatstil / Sachplakat

プラカートシュティール/即物ポスター / 1900s–1910s / Style / Advertising Posters

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

A single product image / Bold contours / Flat color / A short brand name

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53

Dada — Theo van Doesburg & Kurt Schwitters, Kleine Dada Soirée, 1922 — Wikimedia Commons / CC0

Dada

ダダ / 1916–1920s / Style / Avant-garde

Deliberately dislocates meaning and order, making authority itself the material of the joke.

Rotated type / Fragments of sound / Collisions of scale / Unbalanced margins

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54

Italian Futurism — Filippo Tommaso Marinetti, ZANG TUMB TUUUM, 1915 — Wikimedia Commons / Public domain

Italian Futurism

イタリア未来派 / 1909–1940s / Style / Avant-garde

Converts speed, noise and shock into the size and trajectory of letters, setting the quiet page in motion.

Words-in-freedom / Radiating type / Onomatopoeia / Extreme jumps in scale

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55

De Stijl — De Stijl magazine, vol. 4 no. 3 front cover, 1921 — Wikimedia Commons / Public domain

De Stijl

デ・ステイル / 1917–1931 / Style / Geometric Abstraction

Restricts the vocabulary to vertical, horizontal and primary color, building universal order from balance.

Vertical and horizontal / Red, blue, yellow / White planes / Asymmetric equilibrium

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56

Suprematism — Kazimir Malevich, Suprematist Composition, 1916 — Wikimedia Commons / Public domain

Suprematism

シュプレマティスム / 1915–1920s / Style / Geometric Abstraction

Leaves depiction behind, raising felt tension from a few geometric forms and empty space.

Floating rectangles / White space / Diagonal gravity / Restricted color

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57

Ukiyo-e — Katsushika Hokusai, Under the Wave off Kanagawa, c. 1830–32 — Wikimedia Commons / Public domain

Ukiyo-e

浮世絵 / 17th–19th century / Style / Japanese Woodblock Prints

Fixes a passing moment of daily life or landscape into strong composition with contour, flat color and daring crops.

Clear outlines / Flat color / Bold cropping / Overlapping space

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58

WPA Poster — Harry Herzog / Federal Art Project, See America, 1936–40 — Library of Congress / No known restrictions on publication

WPA Poster

WPAポスター / 1935–1943 / Style / Public Design

Carries a public purpose broadly and forcefully through simple imagery and few printed colors.

Simplified landscapes / Bold sans-serifs / Screenprint color / A clear call to action

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59

Isotype — Otto Neurath & Gerd Arntz, Gesellschaft und Wirtschaft, 1930 — via gerdarntz.org

Isotype

アイソタイプ / 1920s–1940s / Layout / Information Design

Translates quantity into repeated same-size symbols, making comparison readable before language.

Unified pictograms / Repetition of signs / Axes of comparison / Restricted color

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60

Calligram — Guillaume Apollinaire, Il pleut, 1918 — Wikimedia Commons / Public domain

Calligram

カリグラム / antiquity–modernism / Technique / Lettering

Arranges words into the shape of what they say, so that reading and seeing happen in the same moment.

Text drawing a contour / Shifting reading direction / Meaningful blank space / Poem fused with figure

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61

Cyanotype — Anna Atkins, Dictyota dichotoma, 1843–53 — Wikimedia Commons / Public domain

Cyanotype

サイアノタイプ / 1842– / Technique / Photographic Techniques

Fixes the outline of a light-struck object directly into deep blue, making record and lyric the same image.

Prussian blue / White object traces / Contact shadows / Chemical unevenness

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62

Woodcut — Albrecht Dürer, The Four Horsemen, 1498 — Wikimedia Commons / CC0

Woodcut

木版画 / 8th century– / Technique / Relief Printing

Prints the surface left after carving, raising an image through line direction and the pressure of black and white.

Direction of the cut / Hard black-white contrast / Density of line / The block's materiality

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63

Linocut — Ethel Spowers, Wet Afternoon, 1930 — Wikimedia Commons / Public domain

Linocut

リノカット / 1890s– / Technique / Relief Printing

Cuts the smooth block boldly, giving few colors and repeated figures a driving rhythm.

Large cut planes / Overlapping color blocks / Simplified figures / Repeating movement

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64

Letterpress — 金属活字 — Wikimedia Commons / CC BY 2.5 · © Willi Heidelbach

Letterpress

活版印刷 / 15th century– / Technique / Relief Printing

Sets physical type, joining the repeatable order of text with the touch of impression on paper.

The regularity of type / Impression into paper / Limited widths / Ink variation

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65

Paper Marbling — Unknown maker, French marbled endpaper, c. 1735 — Wikimedia Commons / Public domain

Paper Marbling

マーブリング / historical–present / Technique / Decorated Paper

Color floated on liquid is lifted onto paper once and only once, producing an order that cannot be repeated. It names the family, and under it sit separate disciplines: Turkish ebru, combed into figures, and Japanese suminagashi, disturbed by breath and brush.

Fluid veins / Comb patterns / Multicolor swirls / Every sheet different

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66

Pochoir — Gazette du Bon Ton, “Mirage” by Paul Poiret, 1920 — Wikimedia Commons / CC0

Pochoir

ポショワール / 1890s–1930s / Technique / Stencil Printing

Builds print color stencil by stencil, giving publications the crisp planes and fine variance of hand coloring.

Sharp color planes / Stencil edges / Hand-color variance / Fashion plates

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68

Sumi-e — Sesshū, Haboku Landscape, 1495 — Wikimedia Commons / Public domain

Sumi-e

水墨画 / Tang dynasty–present / Technique / East Asian Painting

Painting in Chinese and Japanese traditions that uses ink lines and tonal variation as its main means to depict landscapes, figures, birds and flowers. Its range includes careful outlines as well as dry strokes and washes that abbreviate forms. Unpainted space can suggest depth and atmosphere, but quick execution or vast emptiness is not required.

Ink lines and tonal variation / Wet, dry and broken brush marks / Relations between painted forms and the ground / A range from fine outlines to ink masses

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69

Stained Glass — North rose window, Chartres Cathedral — Wikimedia Commons / Public domain

Stained Glass

ステンドグラス / medieval–present / Technique / Ornament

Divides light with colored glass and lead lines, making contour itself structure and story.

Lead contours / Transmitted color / Geometric division / Jewel tones

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70

Op Art — ブリジット・ライリー《Bolt of Colour》(シナティ財団, マーファ) — Wikimedia Commons / CC BY-SA 4.0 · © Colmandavid

Op Art

オプ・アート / 1960s– / Style / Geometric Abstraction

Raises perceptual vibration and depth inside a still image through repeated line, form and value.

High contrast / Repeated lines / Optical illusion / Geometric distortion

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71

Japonisme — Van Gogh, Portrait of Père Tanguy, 1887 — Wikimedia Commons / Public domain

Japonisme

ジャポニスム / 1850s–1900s / Style / Cross-cultural Reception

Re-edits asymmetry, flatness and daring crops learned from Japanese prints into Western modern composition.

Asymmetry / Bold cropping / Flat color planes / Plants and everyday objects

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72

Trompe-l'œil — Borrell del Caso, Escaping Criticism, 1874 — Wikimedia Commons / Public domain

Trompe-l'œil

トロンプ・ルイユ / antiquity–present / Technique / Painting Techniques

Hides the picture plane's boundary, aligning material, shadow and scale until you believe the thing is there.

Life size / Grounded shadows / Material rendering / Using the frame's edge

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Editorial policy

IndexStyle is not a list of every term used around design. An independent entry must describe a visual language that can be recognised, reproduced and distinguished from its neighbours. Editorial standard

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