In the series of designs started this time, "Design History as a Culture by Shota Sato"
Our art director Sato will tell you “history that people involved in design want to know”.
The first theme is the father of modern design: William Morris, who came up with today’s design ideas.
This time, let's explore in detail the impact he has had on his life and later.
YouTube Please also take a look.

William Morris: A traveler who pursued an ideal

William Morris is a designer who was active in the 19th century, known as an artist, poet and thinker.
In a word, Morris is “a traveler when he pursues his ideal.
Even in an era when mass production by machines began, he pursued true beauty with a focus on the beauty and quality of forgotten manual work.
His philosophy also greatly influenced the design of later generations and laid the foundation for modern design.
Without him, it would be no exaggeration to say that today’s concept of “design” did not exist.

Industrial Revolution and Mass Production

In the 19th century, when Morris was active, society changed greatly due to industrial revolution.
As factories were built one after another and mass production by machines progressed, the price of products decreased, making it easier for anyone to get things.
But in return, the quality and beauty of our products were sacrificed.

an example of furniture on display at the London Expo)

The shape of the various styles is unplanned, and it can not be said that they are very harmonious.
Morris was deeply concerned about the situation in which “deep things” were mass-produced.

Two Sides of Design: Styling and Concept

Morris worked on wallpapers to create living spaces and designing beautiful furniture.
When you hear the word design, generally it is easy to see visual beauty.
However, he emphasized not only the pursuit of beauty but also the “concept” of making a firm plan before production.
The idea that design should combine two aspects, “styling” (visual beauty) and “concept” (plannability), was born from Morris.
More than anything, he believed that beautiful design would raise the standard of life and focused on space design.

Effects on Graphic Design

Morris’ influence extends to the field of graphic design.
He was deeply interested in typography (character design) and the design of books, and he founded Kelmscott Press to create books that were characterized by elaborate character designs and beautiful page layouts.
This established a new standard for book design, and its influence has been passed down to modern graphic design.

Impact on Design Education: ENSAD

The National Institute of Decorative Arts and Design (ENSAD) teaches design from both the aspects of styling and concept, with an emphasis on beauty and planning.
It can be seen that Morris’ philosophy plays an important role in modern design education.

Impact on Later Generations: Bauhaus

Morris’ influence not only affected his life, but also had a significant impact on the design movement of later generations.
For example, Bauhaus designers inherited Morris’ philosophy of “Beautiful things enrich people’s lives” and pursued the beauty and planning of design even in mass production by machines.

Apple's New Concept

Even today, there are many companies that can be said to have inherited Morris’ design philosophy.
For example, Apple has created a beautiful design that can be used in everyday life and enriches the lives of many people.

IKEA: The Thoughts that are passed down to the present day

Ikea’s furniture is affordable, but it has both design and design.
Isn’t it the form of Morris’ succession to one of his philosophy that beautiful things enrich life?

Morris' Contrary and Modern Design

Morris had one contradiction.
While trying to enrich the daily lives of many people, trying to make beautiful things forced me to become a high-priced craftsman.
But through Bauhaus, beautiful designs were reflected in machine production.
Today, companies like Apple and Ikea have made it easier for people to incorporate beautiful things into their lives.
Perhaps Morris's contradiction has been resolved.

Summary

Morris is a pioneer in design that leads to the future while aiming for a return to the past, and his journey of pursuing his ideals has brought light to our modern lives.

The story of William Morris tells us how important it is to pursue an ideal.
And the ideals that he pursued hard still continue to this day, showing the value of living with beautiful design.