Posters have long played a key role in the art world. They provide a specific form of visual communication to convey content, promote events and display artistic skills. From early forms of public advertising to modern graphic design, posters have come a long way, reflecting changes in styles, technologies and cultural values.

The history of posters in art begins before the 18th century and continues today. Posters have been used in a variety of contexts, from commercial advertising to political activism, significantly shaping visual culture.

Before the 18th century.

Before the 18th century, posters as we know them today did not yet exist. However, various forms of public advertising fulfilled similar functions. For example, in medieval cities and towns, it was common to find town ushers. They roamed the streets announcing news and messages, often dressed in recognisable uniforms and equipped with bells or horns to attract attention.

Another early form of public advertising was leaflets, or small printed fliers. These were used to disseminate information or promote events such as public meetings, concerts or performances. They were often handed out directly, posted in public places or affixed to poles and walls.

With the invention of printing techniques such as woodblock printing and lithography in the 18th century, the mass production of printed material, including posters, became possible. These early printing methods made it possible to create colourful and aesthetically appealing posters that could be used for a variety of purposes, including advertising and propaganda.

Woodcut printing.

Woodcut printing is a technique that involves carving a design directly onto a wooden block. Once the carving is complete, the block is covered with ink and then pressed onto paper to transfer the design. This method was known as far back as the ninth century in China and also gained popularity in Europe in the 18th and 19th centuries.

Thanks to its ability to produce multiple prints from a single block, woodblock printing proved to be economically viable and relatively simple to implement. For this reason, it was often used for the production of posters and other printed materials that required wide distribution.

Despite its many advantages, the technique also has limitations. It is not ideal for reproducing very fine detail, which can affect the precision of the details on the final print. Multi-colour printing is more complicated and may require the use of several different wood blocks, which increases the complexity and cost of production. Despite these limitations, woodblock printing remains a valued method due to its uniqueness and the artistic nature of the final works.

Lithography.

Lithography is a printing process that involves drawing a design on a stone or metal plate using an oily substance, such as a pencil or crayon. The plate is then washed off with water, which is absorbed by the non-greasy areas but rejected by the greasy areas. An oil-based ink is applied to the plate, which adheres only to the oily areas. The inked plate is then pressed onto paper, allowing the design to be transferred to the paper.

Lithography is more complex than woodblock printing and requires specialised equipment and materials. It is particularly suitable for printing detailed artwork and multiple colours, and allows a large number of prints to be produced. However, it is more expensive and time-consuming than woodblock printing.

An early example of the use of posters was the French Revolution (1789-1799), when political posters were used to spread revolutionary ideas and mobilise the public. Early political posters, known as affiches, contained expressive slogans, patriotic images and portraits of revolutionary leaders.

They were often printed in large numbers and displayed in public places such as streets and squares to reach a wide audience. These early political posters established the foundations for the use of posters as a tool for social and political activism in subsequent centuries.

18th and 19th century.

In the 18th and 19th centuries, commercial posters gained prominence as a way to advertise goods and services. The development of transport systems, such as railways and steamships, made it possible to reach a wider audience and promote travel destinations.

This in turn led to the creation of travel posters with attractive images and enticing slogans to attract potential tourists. Circus posters, another well-known form of commercial posters, used bold graphics and catchy slogans to promote performances and attract audiences.

In addition to their commercial uses, posters continued to be used for political and social purposes. The Industrial Revolution in the 19th century, with its rapid urbanisation and social changes, created fertile ground for political and social movements to use posters as a means of communication and propaganda.

For example, trade unions used posters to mobilise workers and advocate for their rights. Women’s rights movements also used posters to spread their messages and recruit supporters.

The eighteenth and nineteenth centuries were also a period of development of various artistic styles that influenced early poster design. The Art Nouveau movement of the late 19th century, with its organic, twisting lines and emphasis on beauty, significantly influenced poster design.

The Art Deco movement of the 1920s and 1930s, with its elegant, geometric shapes and bold colours, also influenced poster design. These styles helped many poster designers elevate posters from mere commercial tools to a respected art form.

Art Nouveau.

Art Nouveau, known as ‘new art’ in French, is a style in art, architecture and design that emerged in the late 19th century. It is characterised by organic, flowing lines and a focus on beauty. The style was inspired by natural forms and structures such as plants and flowers, aiming to blur the boundaries between art and everyday life.

Often used to advertise concerts, plays and other cultural events, Art Nouveau style posters were characterised by curved lines, decorative motifs and bright colours. Some of the most famous Art Nouveau style posters were created by French artist Alphonse Mucha, known for his distinctive poster style and use of subtle colour gradations.

Art Deco.

Art Deco, short for ‘Arts Décoratifs’, is a style in art, architecture and design that gained popularity in the 1920s and 1930s. It is characterised by geometric shapes, bold colours and elegant, simplified forms. It was influenced by a variety of sources, including the art of the ancient Egyptians and Aztecs and modern technological developments such as the development of aviation.

Often used to advertise films, concerts and other cultural events, Art Deco style posters were characterised by bold graphic design, bright colours and a sense of glamour and sophistication. Some of the most famous Art Deco posters were created by French artist Jean Carlu, known for his use of bold typography and his modern, minimalist style.

The 20th century.

The 20th century brought many significant developments in the world of posters. The First and Second World Wars had a huge impact on poster design, as many of the posters were used for propaganda and recruitment purposes. Governments and military organisations created posters with patriotic slogans and images to rally public support and encourage people to join the ranks of the army during both of these conflicts.

Posters also played a significant role in popular culture in the 20th century. Film posters, for example, became a powerful form of advertising for the film industry, displaying bold graphics and compelling slogans to attract audiences. Music posters depicting bands and musicians also grew in popularity and helped promote concerts and tours.

The 20th century also witnessed the rise of graphic design as a profession. With the advancement of poster printing technology and the growing demand for effective visual communication, graphic designers began to specialise in creating modern posters and other printed materials. This contributed to raising the status of the poster as an important art form and led to many innovative and influential poster designs.

An important development in poster design in the 20th century was the incorporation of new technologies such as computer graphics and digital printing. These technologies enabled greater flexibility and precision in design and allowed for faster and more efficient production of high quality posters. They also opened up new opportunities for experimentation and innovation in poster design.

At the same time, in the Soviet Union, constructivism was contributing to the construction of a new technological society. The Stenberg brothers, El Lissitzky and Rodchenko created the future with their poster designs, which later strongly influenced Western designers. The Constructivists created bold poster compositions with diagonal lines, a combination of illustration and photography and striking, contrasting colours.

Computer graphics, which involves using computers to create and manipulate digital images, has revolutionised the way posters are designed and produced. With specialised software, graphic designers can create complex, multi-layered designs that can be easily modified and updated. They can also use various digital tools such as filters, gradients and vector graphics to create a variety of effects.

Digital printing, which involves printing directly from a digital file onto paper or other material, has also significantly influenced the poster industry. Digital printing allows for shorter print runs, faster turnaround times and greater customisation and personalisation. It also enables the use of a wider range of materials, such as metallic inks, transparent films and synthetic papers.

Overall, the incorporation of new technologies has helped modernise the poster industry and opened up new opportunities for innovation and creativity in poster art. It has also made it easier for artists and organisations to produce and distribute modern posters more economically, which has helped to democratise the medium and make it more accessible to a wider audience.

The 21st century.

In the 21st century, the poster continues to evolve and adapt to changing technologies and cultural values. One of the main developments has been the growing role of social media and digital marketing, which has changed the way posters are distributed and promoted. Traditionally, posters were displayed in public places, whereas now digital posters can be shared online and reach a global audience.

Social media platforms such as Facebook, Instagram and Twitter allow organisations and individuals to promote their posters by publishing images and links to their websites or online shops. Digital marketing techniques, such as email marketing and search engine optimisation, can also increase the visibility and reach of posters.

Using social media and digital marketing to promote posters offers greater opportunities for targeting and personalisation. Organisations can target specific demographics or interests using data analytics and other tools, tailoring their marketing messages to specific audiences. This also makes it easier to adapt to changing market conditions and direct marketing efforts more effectively.

The growing use of social media and digital marketing has contributed to the democratisation of the poster industry. This has made it easier for organisations and individuals to promote their work to a wider audience in a more cost-effective way.

Another trend in 21st century poster design is the use of new materials and techniques. Many contemporary poster artists are experimenting with a mix of media, including paper cut-outs, collage and 3D elements. There is also an increasing use of sustainable and eco-friendly materials, such as recycled paper and non-toxic inks.

Despite these changes, the poster remains a powerful visual communication medium and a respected art form. Many contemporary poster artists use their work to address social and political issues such as climate change, racial justice and gender equality. They also explore a variety of styles and techniques, from traditional graphic design to experimental approaches.

Notable contemporary poster artists include David Carson, known for his innovative use of international typographic style and layout; Shepard Fairey, known for his street art and political activism; and Paula Scher, known for her bold, graphic style and use of cultural references. These and other contemporary poster artists are contributing to pushing the boundaries of poster art and maintaining its relevance and vitality in the 21st century.

The 20th century transformed the art of the poster from a primarily functional medium to a respected art form capable of conveying a wide range of messages, from propaganda to popular culture.

Check out the posters, available in the Station of Art gallery.