Ornaments versus minimalism

Trends & styles - chapter 3

What is the difference between 'ornamental' and 'minimal'?

ORNAMENT
a thing used or serving to make something look more attractive but usually having no practical purpose

Examples: accessories, details, serifs, curls, wavy shapes, extra lines.
Appearance: elegant, luxurious, excessive, vintage, retro. 

MINIMALISM

a style in art, design and architecture that uses the smallest range of materials and colours possible, and only very simple shapes or forms

Examples: primary colours, straight lines, geometric shapes (square, rectangle, circle, triangle).
Appearance: simple, straightforward,
'negative space'.  

Ornaments: examples

• WHAT
  Elegant woman in Coca Cola ad; fan & flowers; glass of cola on pedestal.

• HOW
  Figurative style (photo-like);luxury & ornaments. 
  

• WHY
  > 1905 - mass production: need for advertising (I.R.).
  > Celebrity: opera singer Lillian Nordica.
  > Product: hardly noticeable.
  > Concept: product for the 'rich & famous'
  > Inspiration:
  gothic (=medieval) style;
  Victorian style.
  

Analysis
Coca Cola ad

• WHAT
  Woman in Job ad;long hair, eyes closed, cigarette.

• HOW
  Figurative style (drawing-like);sensuality & ornaments;
  

  whiplash curve. 
  

• WHY
  > 1896 - mass production: need for advertising (I.R.).

  > Alphonse Mucha: Czech illustrator
  > Concept: seductive woman, connected to product.
  > Inspiration:
  'end of the century' vibe: excitement; Art Nouveau.

Analysis
Job ad

Minimalism:
example

Analysis Mondriaan painting  

• WHAT
  Squares, rectangles; white, grey, black, red, yellow & blue.

• HOW
  Abstract style; geometric shapes; primary colours. 
  

• WHY
  > 1921 - 'Composition with Large Red Plane, Yellow, Black, Grey and Blue'

  > Piet Mondriaan: Dutch painter
  > Concept: abstract image connected to spiritual meaning
  > Style: 'De stijl', from the modern art movement (a radically new art!)
  

1919, El Lissitzky,
'Beat The whites With The Red Wedge'
Concept: Russian propaganda