Herbert Matter was a Swiss photographer and graphic designer who revolutionized the art of advertising in the mid-20th century. His work in Swiss Tourism posters is particularly noteworthy for his innovative use of photography.
Using Photography to Promote Swiss Tourism
In the 1930s, Switzerland was trying to establish itself as a tourist destination. The country had stunning natural landscapes and a rich history, but it needed an effective way to convey this message to potential visitors. This is where Herbert Matter came in.
Matter was commissioned by the Swiss National Tourist Office to create a series of posters that would showcase the beauty and charm of Switzerland. Instead of using traditional illustrations or paintings, Matter decided to use photography as his primary medium.
The Use of Photomontage
Matter was one of the pioneers of photomontage, a technique where multiple photographs are combined together to create a single image. He used this technique extensively in his Swiss Tourism posters.
For example, in one poster titled “Grindelwald,” Matter used photomontage to combine several images of mountains, glaciers, and valleys into one seamless composition. The result was a striking image that captured the grandeur and beauty of the Swiss Alps.
The Power of Composition
Matter was not just skilled at combining photographs; he also had an innate sense of composition. He knew how to arrange elements within an image so that they would create a harmonious whole.
In another poster titled “Zermatt,” Matter used a diagonal composition to convey a sense of movement and energy. The image features skiers descending down a slope with the iconic Matterhorn mountain looming in the background. The diagonal lines created by the skiers’ movements add dynamism and excitement to the image.
The Importance of Typography
While photography was at the heart of Matter’s work, he did not neglect the importance of typography. He knew that the right font and layout could make all the difference in creating an effective poster.
In his “Swiss Winter Sports” poster, Matter used a bold, sans-serif font for the title to convey a sense of strength and power. The rest of the text was set in a more elegant serif font, which added a touch of sophistication to the overall design.
In conclusion, Herbert Matter’s use of photography in Swiss Tourism posters was truly groundbreaking. His innovative techniques such as photomontage and his keen eye for composition helped create some of the most iconic images in advertising history. By combining photography with typography and layout, Matter was able to convey a sense of beauty, elegance, and excitement that continues to inspire designers today.
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