Lippincott’s, June 1890 - 1907

Edward Penfield made this poster for Lippincott's magazine, probably in 1897, using the technique of lithography. It was a method ideally suited to mass production. Penfield reduced his composition to flat planes of color, enclosed by firm outlines. This simplified approach was well-suited to the lithographic process, where each color requires a separate stone or plate. You can see the layering of colors, creating depth and visual interest. The bold typography is also characteristic of the Art Nouveau style. This poster reflects the growing consumer culture of the late 19th century, where magazines and books were becoming increasingly accessible to a wider audience. Lithography, a relatively quick and inexpensive printing method, played a key role in this expansion. Yet, the poster also presents an idyllic, hand-crafted image of leisure, subtly papering over the industrialized processes that made it all possible. By focusing on the materials and techniques used to create this poster, we gain a deeper appreciation for its historical context and its role in shaping visual culture.