In the late 1960s and early 1970s, a wave of writers and thinkers emerged, questioning the prevailing norms of consumer society. These individuals sought alternative ways of living and consuming. They were driven to reject materialistic values and embrace a more sustainable, socially conscious approach. This article explores some key figures and movements during this period. It highlights their unique perspectives on design and their efforts to reshape society.
The role of the designer is that of a very good, thoughtful host anticipating the needs of his guests
Hippie Communities: Rejecting Materialism
Hippie communities emerged as a symbol of counterculture, actively resisting the constraints of consumer society. Embracing an alternative lifestyle, these communities emphasized communal living, self-sufficiency, and a rejection of material possessions. Their appearance reflected their values. They chose long hair, beards, and vibrant, non-conformist clothing over mainstream fashion. The hippie movement sought to challenge the notion that material possessions determine one’s worth. They encouraged a shift towards a more holistic way of life.
The Salon d’Automne exhibitions in Paris, France (Salon d’Automne exhibitions Paris, France) provided an early 20th-century platform for experimental and avant-garde artists. These artists later influenced countercultural aesthetics, including those embraced by the hippie movement.
Victor Papanek’s Design for the Real World
Victor Papanek’s influential book, Design for the Real World: Human Ecology and Social Change (1971), advocated a design-oriented moralizing approach. Papanek emphasized the social and environmental impact of design. He urged designers to create products that are ethical, sustainable, and accessible to all. He called for a shift in focus from aesthetics and profit to the well-being of people and the planet.
Papanek’s socially responsible design principles align with Serge Ivan Chermayeff. He was a Russian designer and architect who emphasized human-centred and functional design approaches (Serge Ivan Chermayeff (1900 – 1996) – Russian designer).
Papanek’s advocacy for sustainability also resonates with the A & E Design ethos. This Swedish design consultancy is known for its focus on user-centered and problem-solving approaches (A & E Design a Swedish Design Consultancy).
E. F. Schumacher’s Small is Beautiful
E. F. Schumacher’s seminal book, Small is Beautiful: A Study of Economics as if People Mattered (1973), presented a philosophical approach to alternative design. Schumacher argued for a decentralized design process that empowers individuals and local communities. He highlighted the negative consequences of mass production and promoted the idea of appropriate technology. This prioritizes human needs, sustainability, and the preservation of traditional craftsmanship.
This philosophy mirrors the work of Raymond Loewy, a pioneering industrial designer who sought to balance modernity with functional and aesthetic appeal (Raymond Loewy (1893 – 1986) – American Designer).
Ivan Illich’s Tools for Conviviality
Ivan Illich’s book, Tools for Conviviality (1973), proposed a radical reimagining of society and technology. Illich criticized the dependency on industrialized systems and advocated for developing tools that empower individuals rather than diminishing their autonomy. He argued for a shift from a society dominated by professionals and experts to one that encourages self-reliance, community participation, and the pursuit of meaningful work. Illich’s vision challenged the prevailing notion of progress. He called for a more balanced and convivial relationship between people and technology.
His ideas parallel Victor Papanek’s, as both thinkers emphasized the importance of ethical design and human-centred innovation (Victor Papanek (1923 – 1998) – Socially Responsible Design Prophet).
Underground Magazines and Alternative Expression
Underground magazines played a crucial role in disseminating alternative ideas and values. Publications such as Fritz the Cat, Mr. Natural, Fat Freddy’s Cat, and The Fabulous Furry Freak Brothers provided a platform for countercultural voices and artists. These magazines, illustrated by visionaries like Robert Crumb and Gilbert Shelton, rejected mainstream aesthetics and promoted alternative lifestyles and perspectives.
In Britain, magazines like the International Times (IT) and Oz became influential platforms for dissent and alternative culture. Their experimental use of typography and layout echoed some of the radical design principles advocated by Bauhaus pioneers. The Bauhaus movement’s expressive reflections in contemporary graphic design (Bauhaus and its Expressive Reflections in Contemporary Graphic Design) highlight how art and design can challenge societal norms. This was much like underground publications of the 1960s and 1970s.
Conclusion: A Lasting Impact on Design and Society
The late 1960s and early 1970s witnessed a surge of alternative thinking and design approaches that aimed to challenge the dominance of consumer society. From hippie communities advocating for communal living to influential thinkers like Victor Papanek, E. F. Schumacher, and Ivan Illich, diverse voices emerged. They urged for a reevaluation of our relationship with design, technology, and consumption.
While their ideas and movements faced criticism and limitations, they left a lasting impact on the design trajectory. They inspired future generations to embrace alternative perspectives and create a more sustainable and socially conscious world.
Sources
Clarke, A. J. (2021). Victor Papanek: Designer for the Real World. United Kingdom: MIT Press.
Illich, I. (2021). Tools for Conviviality. United Kingdom: Marion Boyars.
OpenAI. (2023, July 5). ChatGPT. OpenAI. Retrieved from https://openai.com/
Schumacher, E. F. (1974). Small is Beautiful: A Study of Economics as If People Mattered. United Kingdom: Abacus.
Woodham, J. M. (2006). A dictionary of modern design. Oxford University Press.
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