A whistle-stop tour: Swiss Graphic Design and its role within web design
Otherwise known as the International Typographic Style or Swiss Style, Swiss Graphic Design is typified by its minimalistic and asymmetric typographic composition, dating back to 1908. The consensus of Swiss Style is to present information in the clearest way possible, often utilising print-based mediums such as posters, leaflets and magazines. However, with the expansion of technology it has now evolved and become a popular design aesthetic adopted by designers today.
Prior to the establishment of Swiss Graphic Design as a style, poster design and design outlets in general were personal and subject to the artist or designer. They were ornate and intricate expressions of themselves, reflecting the unique nature of their style. However, following the rejection of traditional design principles and use of serif typography, the ‘International Typographic Style’ was defined by 5 distinctive features.
These were:
Grid system: The use of a mathematical grid to structure information. This would balance and arrange images, text, and white space to create visual hierarchy.
Layout: Swiss Design uses an asymmetric layout with left aligned text or ragged-right instead of centre aligned.
Minimalism: The design aesthetic is revolved around minimalist and simple principles, with few design elements to favour readability and function.
Photography: Swiss Design favours photos over illustrations.
Typography: Swiss design typically features simple lettering with a combination of bold sans serif fonts, such as Helvetica, Akzidenz-Grotesk, and Univers.
Swiss Style for web design
Now, due to technological innovation, the characteristics of Swiss Style can be easily applied to digital mediums – especially websites. For example, many of the graphic features of Swiss Style relies on the use of a mathematic grid to position elements, providing structure to a website. The use of the grid grounds text and imagery in a clear, informative, and intuitive way.
The use of Swiss Style within websites also provides clarity for the user and improved typographic hierarchy, which in turn aids the usability of a site. This can be further enhanced through the consideration of size, colour, and placement of elements, either by complimenting or creating contrast.
The role of Swiss Style is evident and its purpose clear within web design. This is evidenced through its defined use of graphic principles that ensure hierarchy and therefore aid usability. Furthermore, the human-centric ideals of Swiss Style ensures that the user is considered thoroughly, which is something that is critical within UX or UI design. To conclude, Swiss Design is a viable and flawless route for designers looking to create minimalist masterpieces within a digital space.
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