The Objectivity In The Design Of Josef M(u|¨)ller-Brockmann

Josef Miiller-Brockmann is one of the key figures of modern visual communication design in Switzerland. He developed the Swiss Design into The International Typographic Design. He is the pioneer of Swiss Graphic Design. As an important figure in the Swiss Graphic Design, he absorbed nutrition, both modernist design vocabulary and internationalism rational thought, from the paticular era, that is why we can always find objectivity in his designs. In fact, this objectivity originated from the faith in his bottom heart, which was accumulated from years of design practice. Even International Typographic Design was increasingly falling declined, he still adhered of objectivity to the design and delivered "objective-informative" information to audience, bearing parodox misunderstanding of "indifferencen" for Swiss design. This idealism can be described as "objective design", the core meaning is to put personal feeling seperated from art of work. After the analysis of his attitude towards form and technology, we can find that his refused to subjective feelings still has a warning in today’s Consumerism. From the view of audiences, who are answering the call of times, it is helpful for everyone’s participace fully. "Objective design" remind designers of hidding themselves after work, to provide objective information.