Modernist art and design movements during the 20th Century included for example constructivism and the Bauhaus. The modernist styles celebrated  function and rationale under the maxim that ‘form follows function’ . The focus of the design layout was  on white space and sans serif fonts. Designs were composed through complex rules including Ancient geometry such as the golden section using the fibbonaci number sequences to work out the proximity of items on a page to produce clear, visually pleasing compositional page layouts. This new approach to design saw the introduction of the grid, the grid offered a system where by the fundamentals of modernist design could be maintained.

Postmodernist art and design grew ultimately out of a rejection toward modernist design. The belief was that modernist were too rigid.

Modernism and postmodernist design seem to be a really relevant to my questions around design principals and approaches to design. Purists tend to sit within the modernist realm and the rebels within the post modernist realm. There are also two schools of design/ communication theory that these oppossing approaches sit comfortable within; the process school of thought often the purists and the semiotic school of thought (often the rebels) . This discovery has solidified the bulk of the essay in that these theories allow me to assess and classify designers, giving clear arguments dependant on which area of thought that the designer falls into.