Ornaments
versus
minimalism

Trends & styles - chapter 3

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

ORNAMENT
A thing used 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;luxury, static pose & 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 modernism art movement
  (a radically new art!)
  

1919, El Lissitzky,
'Beat The Whites With The Red Wedge'
Concept: Russian propaganda
Style: CONSTRUCTIVISM

Watch this video
and answer the following questions:
1. What type of communication does Constructivism entail?
2. Which colours are mainly used?
3. What is the font category mainly applied?

Watch this short video
and answer the following questions:
1. What is Bauhaus actually?
2. When was the Bauhaus founded?
3. What is the 'motto' (slogan) of the Bauhaus, you could say?
 

1919-1933, BAUHAUS
> Concept:
Form Follows Function
> Style: MODERNISM

Ornamental or minimalist design?

Now it's your turn.
1. Work in pairs.
2. Find communication related examples of ornamental and minimalist styles.
3. Include them in the Canvas presentation.

Eliza Doudi & Jan Peeters (B1)
Sources:(hyperlink) & (hyperlink)
Dates: 1888 & 2008