7 Essential Design Principles of 70s Graphic Design

Published on 20 June 2023 6 min read

5. Minimalism and Negative Space

When we think about the 70s, it's hard not to picture the iconic and memorable graphic design trends that characterized that decade. In this blog, we'll explore the essential design principles that defined 70s graphic design, taking you on a journey through the bold geometric shapes, vibrant colors, and influential art styles that still inspire designers today.

1. Bold Geometric Shapes

One of the hallmarks of 70s graphic design was the use of bold geometric shapes. These eye-catching forms played a significant role in making a statement and grabbing attention. Here are some key features of these shapes:

Simplicity: Geometric shapes in 70s graphic design were often simple yet striking, making them easily recognizable and visually appealing.
Repetition: Repeating geometric shapes, like circles, squares, and triangles, created a sense of rhythm and movement in the design.
Contrast: Designers in the 70s often used contrasting shapes and sizes to create a dynamic composition and add visual interest.

These bold geometric shapes were not only used in standalone designs but also in combination with other design elements, such as typography and patterns. They helped to create a strong visual impact that was synonymous with the 70s graphic design style.

2. Vibrant Color Palettes

Another key element of 70s graphic design was the use of vibrant color palettes. These bright, bold colors added energy and excitement to the designs, making them stand out and grab attention. Some of the most popular colors in the 70s included:

Orange and Yellow: These warm, sunny hues were commonly used in 70s design, evoking feelings of optimism and positivity.
Green and Brown: Earthy tones such as green and brown were also popular, reflecting the growing environmental awareness of the time.
Purple and Pink: These lush, rich shades added a touch of luxury and sophistication to 70s graphic design.
Blue and Red: Bold, primary colors like blue and red were used for contrast and to make a strong visual impact.

These vibrant color palettes were often used in combination with the bold geometric shapes we discussed earlier, creating eye-catching designs that are still recognizable and influential today. Remember, the key to capturing the essence of 70s graphic design is to use these colors boldly and fearlessly!

3. Psychedelic Patterns

Psychedelic patterns were another defining feature of 70s graphic design. These mind-bending, intricate designs were inspired by the counterculture movement of the time and often featured in posters, album covers, and advertisements. Let's take a look at some of the most common characteristics of psychedelic patterns:

Swirling, Twisting Shapes: Psychedelic patterns often included organic, fluid shapes that seemed to twist and swirl, creating a sense of movement and flow.
Kaleidoscopic Symmetry: These patterns frequently featured symmetrical, repeating designs, like those seen in a kaleidoscope, which added to their mesmerizing effect.
Optical Illusions: Psychedelic designs often played with perception, using optical illusions and visual tricks to create a sense of depth or to make flat images appear three-dimensional.
Highly Detailed: Many psychedelic patterns were incredibly detailed and intricate, encouraging the viewer to get lost in the design and explore its many layers.

When incorporating psychedelic patterns into your own designs, don't be afraid to experiment with these characteristics. The more you play with twisting shapes, symmetry, and visual illusions, the closer you'll come to capturing the spirit of 70s graphic design.

4. Typography and Lettering

Typography and lettering played a significant role in 70s graphic design, adding personality and visual interest to a wide range of designs. From groovy, disco-inspired fonts to hand-drawn lettering, the 70s brought a creative and expressive approach to type. Here are some key features of 70s typography and lettering:

Chunky, Bold Fonts: Fonts in the 70s were often big, bold, and in-your-face. They could be seen on everything from movie posters to product packaging.
Curvy, Flowing Script: Hand-drawn script fonts with lots of curves and flourishes were popular in 70s graphic design, giving designs a fun and energetic feel.
Tight Kerning: Kerning, or the space between letters, was often quite tight in 70s typography, creating a sense of closeness and unity within the text.
Custom Typefaces: Designers in the 70s weren't afraid to create their own unique typefaces, resulting in a wide variety of original and memorable fonts.

To incorporate the essence of 70s typography into your designs, consider using bold, chunky fonts or experimenting with curvy, hand-drawn lettering. Pay attention to the spacing between letters and don't be afraid to create your own custom typefaces to capture the creative spirit of 70s graphic design.

5. Minimalism and Negative Space

While 70s graphic design is often associated with bold colors and psychedelic patterns, minimalism and negative space also played an important role in the era's design principles. Minimalist design focuses on simplicity and the idea that less is more, while negative space refers to the empty areas surrounding elements within a design. Here are some ways 70s graphic design incorporated minimalism and negative space:

Simple Color Schemes: Even though the 70s were known for vibrant colors, minimalist designs often used a limited color palette or even just black and white to create a clean, uncluttered look.
Geometric Shapes: As mentioned earlier, geometric shapes were a key element of 70s design. In minimalist designs, these shapes were often used in a more restrained manner, with clean lines and simple forms.
Whitespace: Embracing negative space, 70s minimalist designs often incorporated large areas of whitespace (or empty space) to give elements room to breathe and create a sense of balance within the design.
Subtle Typography: Rather than the bold, chunky fonts often associated with the 70s, minimalist designs tended to use more subtle, understated typography to maintain a clean and simple aesthetic.

By incorporating minimalism and negative space into your designs, you can create a sense of balance and simplicity that contrasts with the more bold and vibrant elements of 70s graphic design. Experiment with simple color schemes, geometric shapes, whitespace, and subtle typography to achieve this look.

6. Photomontage and Collage

Another popular design technique in the realm of 70s graphic design was the use of photomontage and collage. These methods involve combining various photographs, images, and other design elements to create a single, cohesive piece. Often used to convey a message or tell a story, photomontage and collage added depth and visual interest to 70s design. Let's take a look at some of the key aspects of these techniques:

Layering: Combining multiple images and design elements created a sense of depth and dimension, giving the viewer more to explore within the artwork.
Juxtaposition: By placing contrasting or unrelated images next to each other, designers were able to create unexpected and thought-provoking visual narratives, sparking the viewer's imagination.
Handmade Aesthetic: Many photomontages and collages had a distinctly handmade feel, with visible cuts, tears, and glue marks. This added a sense of authenticity and rawness to the artwork, making it feel more personal and relatable.
Political and Social Commentary: Photomontage and collage were often used to make statements about the world and the events of the time, reflecting the social and political issues of the 70s.

If you're looking to bring some of the 70s graphic design flair into your own work, consider experimenting with photomontage and collage techniques. By layering images, playing with juxtaposition, and embracing a handmade aesthetic, you can create visually engaging and thought-provoking designs that capture the spirit of the era.

7. Influence of Pop Art

The 70s graphic design scene was heavily influenced by the Pop Art movement, which emerged in the late 1950s and gained momentum throughout the 1960s. Pop Art artists, such as Andy Warhol and Roy Lichtenstein, transformed everyday objects and images into bold, colorful works of art, challenging the boundaries between high and low culture. Here are some ways in which Pop Art left its mark on 70s graphic design:

Everyday Imagery: Just like Pop Art, 70s graphic design often featured images of everyday objects, celebrities, and consumer products, elevating them to the status of art and encouraging viewers to see the world around them in a new light.
Bright, Saturated Colors: Pop Art's signature color palette, characterized by bold, vibrant hues, was also a staple of 70s graphic design, adding energy and visual impact to various design elements.
Repetition: A key characteristic of Pop Art was the use of repetition, both in the form of multiple identical images and repeating patterns. This technique was also adopted by 70s graphic designers, creating a sense of rhythm and unity within their designs.
Comic Book Style: The influence of comic book art, particularly the work of Roy Lichtenstein, was evident in many 70s designs, with designers incorporating elements such as halftone dots, speech bubbles, and bold outlines into their work.

The influence of Pop Art on 70s graphic design helped to create a visual language that was both accessible and playful. By incorporating everyday imagery, bold colors, repetition, and comic book-style elements, designers were able to make a lasting impact on the world of design and continue to inspire creatives today.

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