CONTROLLED VISUAL FLOW
DESIGN AND PAPER NUMBER 13

Ladislav Sutnar

Ladislav Sutnar: CONTROLLED VISUAL FLOW [DESIGN AND PAPER NUMBER 13]: New York: Marquardt & Company Fine Papers, n. d. [1943]. A fine softcover booklet in stapled wrappers printed in two colors: an uncirculated copy. Cover and interior design by Ladislav Sutnar. Rare. Number 13 in Marquandt's DESIGN AND PAPER series of paper promotional booklets.

4.75 x 7.75 softcover booklet with 16 pages of editorial and design content, all specifically to promote the various lines of Marquandt papers. The design and printing of each issue meet the highest production standards of the day.

Sutnaršs aim was to educate both designers and clients in the effect of design and typography on the perception of information. Minimum means, maximum effect -- that was Sutnar's Czechoslovak principle. In the U.S. he was the first to use the horizontal area of a spread for organizing information with the idea of dynamic reading and continuous visual flow. He designed the double-page in such a manner that it would be immediately scanned then would quickly provide the details required. Diagrams, widely used even prior to World War II as a means of visualization and rationalization,were effectively used by Sutnar in designing his catalogs. Continuous flow of hierarchically-structured information was effected by the laws of optics and psychology of perception.

Sutnar's information design, based on factual scholarly research,was executed in a creative form. While seemingly simple, Sutnar's information schemes are quite sophisticated,yet at the same time visually attractive and imaginative.They are fascinating because of their brilliant balance between the strict logic of hierarchical structure and playful imagination, the rational and irrational, both science and art. Sweet's catalogues are considered foundling work in the field of information design. -- Iva Janakova (Curator of Exhibitions and Head of the Prints Department at the Museum of Decorative Arts in Prague and editior of "Ladislav Sutnar -- Prague -- New York -- Design in Action.")

Spreads from this volume can be viewed here.

Price: $500.00
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