“Despite the development of lithographic photomechanical printing, color remained expensive well into the 1960s. Photographs during this time were usually printed in halftone and in one color. ![]() They started printing over already printed colors to form even more colors by using tints and halftones. Later, designers found a creative way to overcome the limited color palette. Colors were much more vibrant than the flat and somewhat dull colors that printing could achieve. These inks that were used were primarily ‘straight from the pot’. Silk-screening was expensive, so most of the time designers could only use a limited color palette. Parts of the screen are taped or covered, and the areas of the screen that have not been blocked, ink will flow through. Screen printing is the process of ink being forced through a mesh screen. By now, most jobs were completed by using a letterpress or even silk-screen technologies for large scale Graphic Design like posters. For America, The Marshall Plan provided hope for financial recovery during 1947. The aforementioned expos of ‘Britain Can Make It’, and in Holland, ‘All Hands on Deck’, paved the way for the young designers of the time. Europeans used the Expos to create an ‘inspirational enthusiasm’ for future changes. ![]() Who better to help with rebuilding then the designers of this time period? ‘Expos’ were symbolized as a sign of optimism. ![]() The 1940s and 50s brought forth a shift to optimism.
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