FACTORS that influence design decisions

A History of the Art Deco Movement

The start of Art Deco

Towards the end of the 19th century, many French artists, architects, and designers who were instrumental in the development of Art Nouveau noticed that the movement had become very outdated. With the 20th century close approaching, and the effects of the Industrial Revolution (major developments in technology) coming into play, creatives were inspired to produce a style of art that would scream “tasteful and modern” from the rooftops. The Art Deco period was determined to restore France’s reputation as the first-class creator of decorative arts once again.

Art Nouveau (images above) & Art Deco (images below)

The establishment of the Salon or Société des artistes décorateurs in France, who designed furniture, interiors, and art, helped raise the respect for art objects.

Image on the left: Logo of the Société des artistes décorateurs (SAD), designed by Gustave Miklos, 1930; Pierre gencey,

This society helped to slowly expand the definition of art beyond painting and sculpture into other domains that had not been considered before, such as glassware and jewellery. Eventually, those who created Art Deco works that were not considered to be “fine art” before were suddenly viewed as artists instead of mere artisans.

The prominence of the Art Deco era rose and fell in between the two World Wars, with the style playing an important role in moulding the West’s modern vision. This was particularly noticeable in France and the United States, where the influence of the Art Deco style could be seen in the types of architecture that were used.

Art Deco clean and geometric style that emphasized the features of speed, power, and progression. Seen as quite a structured style, Art Deco took on a very Gatsby-esque self-indulgence based on the types of works created. Adopting features from F. Scott Fitzgerald’s iconic novel, The Great Gatsby, the Art Deco style celebrated the flamboyance, frivolity, and decadence that emerged during the 1920s in America. Just as the characters within Fitzgerald’s book were fixated with the glitz and glamour that was synonymous with the lifestyle at the time, Art Deco celebrated everything that was considered to be luxurious and forward-thinking.

Art Deco was considered to be one of the most exciting eras of design.

It latched onto the flourishing post-war America with its new inventions that were available to even the average person, which led consumer tastes for luxury to go through the roof. As a result, the Art Deco style was forced to quickly develop to reflect this intoxicating sense of progress. Art Deco also evolved alongside other avant-garde movements and aspects of culture at the time, which resulted in a blend of art, design, fashion, and performance.

During the Great Depression in the 1930s, Deco art became more subdued as popular taste shifted towards less ostentatious forms that included materials like stainless steel, chrome plating, and plastic. However, the style quickly went out of fashion during World War Two.

During the 1960s, a restored fascination in Art Deco design was fostered and as of today, Art Deco continues to be a key motivation in areas of decorative art, fashion, and even jewellery design.

Representing modernism that was turned into fashion, Art Deco exists as one of the first truly international styles. The purpose behind the artworks was to create a stylish and anti-traditional form of refinement that represented wealth and sophistication. Art Deco marked a time of newly discovered optimism after World War One and oriented itself towards the future and contemporary notions of progress.

Social Factors

Social factors are ideas, beliefs and situations that influence lifestyle. Over time, ideas and beliefs spread and change across the community, changing the way people live.

Some examples of social changes in the 1960s were:

the younger generation started challenging their parents traditional values.
women were looking for equal opportunities and amount of pay in the workplace
Black communities in America started to protest and fight for equality

Political Factors

Politics also has a impact on design. Political parties use art and design to spread political messages, views and national pride. These posters are referred to as political propaganda.

Economic Factors

Economics is all about money. If companies want to sell their products, they need to be aware of the financial situation of their target audience. Due to economic factors details of a design might be changed to make it more affordable. Economic factors can also refer to a broader economic situation, such as the great economic depression in the 1930’s where most household had little income or spending money.

Environmental Factors

Concern about climate change impacts on design practices. People are realising how there choices and business practices impact the environment. Because of this, environmental sustainability has become a focus for many consumers and businesses.

Some examples of environmental factors that impact design are:

Companies might choose to make products or packaging out of local materials to reduce transport. This choice based on environmental factors may impact the look or feel of the product.
Companies use the colour green and natural imagery to communicate that their brand is more environmentally sustainable. (Does using green on a label really mean that a company is more environmentally responsible?)
When designing new homes, architects specify eco friendly building products and practices to reduce the amount of energy and water needed to run the home. For example the need for heating and cooling is reduced by using insulation and double glazed windows and rain water is collected for watering the garden.

Technological Factors

Developments in technology have huge impacts on design.

Below are some developments in technology that have changed how graphic design is created over time:

Introduction of typesetting in 1880’s saw the introduction of print based products, such as posters, books magazines and advertising
Introduction of digital technology 1980’s
Development of Adobe Photoshop and Illustrator

Cultural/Religious Factors

Designers need to be aware of cultural and religious sensitivities when designing their work.

When designing for a particular cultural/religious group the designer needs to:

Make sure they understand the expectations of the client
Do research and talk to representatives of the cultural/religious group
Get feedback on the design from a representative of the group

Quote for ABC news article We need to talk about cultural appropriation in fashion:

Fashion label Gucci faced a backlash from the Sikh community earlier this year when it sent white (non-Sikh) models down the runway wearing turbans. Chanel upset Indigenous Australians by selling a $1,930 designer boomerang as part of a collection in 2017. Victoria's Secret was forced to apologise in 2012 for putting a Native American-style headdress on a model in one of its fashion shows.

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