IRH 110 Lecture Notes - Lecture 5: Offset Printing, Photographic Plate, Negative Space
8 Jan 2018
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A:vogue was the first magazine to go to full colour covers in 1929. Inking: greasy ink is put on the plate and only sticks where there is no water. Offsetting: a roller is rolled on the plate to take the ink. Printing: the roll is rolled onto paper to print. Conde nast understood offset printing is the future of printing. Bought their own printing fabric so they had their own printing presses. Has to do with how the page is laid out. Image and text were separated by margins, enclosed in frames, that is gone now. Focuses on the fashionable image/lifestyle equating modern design. A:late (cid:884)0"s and (cid:885)0"s it is still appearing on the covers of vogue and. Streamlining was americas own version of art deco. Created the brand for harpers in the (cid:884)0"s and (cid:885)0"s. Alexey brodovitch fired him because he thought art deco. Use of diagonal composition light detail, atmosphere embroidery.
