Page 21 - Graphic Design and Print Production Fundamentals

1.2 William Morris and the Arts & Crafts Movement

Alex Hass

Conditions and Products of the Industrial Age

The Arts & Crafts movement emerged in the second half of the 19th century in reaction to the social,
moral, and aesthetic chaos created by the Industrial Revolution. William Morris was its founder and
leader. He abhorred the cheap and cheerful products of manufacturing, the terrible working and living
conditions of the poor, and the lack of guiding moral principles of the times. Morris “called for a fitness
of purpose, truth to the nature of the materials and methods of production, and individual expression by
both artist and worker” (Meggs & Purvis, 2011, p. 160). These philosophical points are still pivotal to the
expression of design style and practice to this day. Design styles from the Arts & Crafts movement and
on have emphasized, in varying degrees, either fitness of purpose and material integrity, or individual
expression and the need for visual subjectivity. Morris based his philosophy on the writings of John
Ruskin, a critic of the Industrial Age, and a man who felt that society should work toward promoting
the happiness and well-being of every one of its members, by creating a union of art and labour in the
service of society. Ruskin admired the medieval Gothic style for these qualities, as well as the Italian
aesthetic of medieval art because of its direct and uncomplicated depiction of nature.

Many artists, architects, and designers were attracted to Ruskin’s philosophy and began to integrate
components of them into their work. Morris, influenced by his upbringing in an agrarian countryside,
was profoundly moved by Ruskin’s stance on fusing work and creativity, and became determined to find
a way to make it a reality for society. This path became his life’s work.

Pre-Raphealite Brotherhood

Morris met Edward Burne-Jones at Exeter College when both were studying there. They both read
extensively the medieval history, chronicles, and poetry available to them and wrote every day. Morris
published his first volume of poetry when he was 24, and continued to write and publish for the rest
of his life. After graduation, Morris and Burne-Jones tried a few occupations, and eventually decided
to become artists. Both became followers of Dante Gabriel Rossetti who founded the Pre-Raphealite
brotherhood that was based on many of Ruskin’s principles. Morris did not last long as a painter,
eventually finding his design vocation while creating a home for himself and his new wife (Rosetti’s
muse and model).

Discovering the lack of design integrity in Victorian home furnishings and various additional
deficiencies in other aspects of home products, he chose to not only design his home, but all its furniture,
tapestries, and stained glass.

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