Schematic chart of ideological and design changes from the 60s to the 80s.

1. Schematic chart of ideological and design changes from the 60s to the 80s
by Massimo Vignelli
60s 70s 80s
discipline appropriateness ambiguity
idealism pluralism semiotics
objectivity aspecificity subjectivity
simplicity complex simplicity complexity
structure program meaning
absolute consistent relative
geometry articulate geometry contradicting geometries
one stylistic code contrasting stylistic codes double stylistic coding
form follows funciton form & function semiotic form
no symbolism controlled symbolism expressive symbolism
no humor surprise as humor contradiction as humor
anti-metaphor towards metaphors metaphor
anti-ornament structure as ornament ornament
orthodox grid loose grid complex grid
one typeface (Helvetica) few typefaces variety of types
one type size few type sizes hierarchy concept
primary colors & black & red rainbow muted colors
high gloss soft contrasting textures
asymmetry dynamic symmetry symmetry plus asymmetry
sameness identity diversity
rigid systems modular systems accidental systems
less is more less is a bore the more the better