Sachplakat in Germany was a response to the “dated” and uber complex design of Art Nouveau. Lucian Bernhard started the movement in the early 1990’s and it was created to advertise for clients in Europe with different needs. The translation of Sachplakat is “Object Poster” where idea behind the poster is to have the object advertised be the focal point of the piece. This movement had a strong Japanese influence, had radical simplification, and had blunt messages that became the key in modern advertising.
Alphonse Mucha: Waverley Cycles (1898): Mucha created intricate designs in his posters. He used women and their sexuality to attract people towards the poster. He was very focused on creating detailed hair and ornamental borders in his work. He placed the women on top of the product that was being sold. He made the women the primary focus and the product was an after thought. The typography was clean and precise and the background was red to command attention of the viewer.
Lucian Bernhard: Priester Matches (1905): Bernhard created a flyer with a muted, black background. He did not include any ornamental details and the piece was very plain. The product that was being sold was the focal point of the poster, and there was no doubt what was being advertised. The red hue was used to emphasize the matches which gave attention to the product. There were no over-sexualized female figures featured in the posters. The typography was hand written and it was not very precise. The font seemed very geometric and cut-out-like. The entire poster contained less information and was straight to the point.