Janoschka magazine Linked_V3_2018

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6 i n s i g h t s From Gutenberg to glossy packaging A brief history of a media revolution When Johannes Gutenberg invented the printing press, he revolutionised the communication system of his time. While media experts have long been predicting the “end of the Gutenberg galaxy”, printing technology has in fact never been more multifaceted or more ubiquitous than it is today, with poster hoardings, <strong>magazine</strong>s and newspapers – and of course product packaging – all vying for our attention. Gutenberg statue, Mainz
issue #3 © l i n k e d 7 But let us begin with the goldsmith from Mainz, Johannes Gutenberg. The year is 1450; we are at the threshold between the Middle Ages and the modern age. Only about five per cent of the population of Central Europe can read. The monasteries are the administrators of knowledge. It is the monks who expend considerable physical effort reproducing existing texts – by hand. Scribes spend three years copying a single Bible, writing with a quill pen on parchment. It is no wonder that books and reading are the exclusive province of the wealthy clergy and a few noble families. A black art: moveable letters take the world by storm What was revolutionary about Gutenberg’s idea was its simplicity. Instead of cutting an entire wood block for each page, Gutenberg broke texts down into their smallest components: mirror-image letters made of lead. Using a novel manual casting instrument, he was able to produce letters of extraordinary clarity, legibility and beauty. The lead letters could be combined at will to produce an infinite variety of texts, and additional letters could be produced as required. Modular, flexible and simple – Gutenberg’s invention could not have been more modern. From woodcuts to playing cards Woodcut printing was already known in Europe in Gutenberg’s time. Originating from China, this printing method involved scoring a mirror image of the design to be printed into a slab of wood. It was then inked and stamped. This printing method was mainly used to reproduce images, such as those on playing cards. Letters were only incidental to the work as a whole. Typesetting using lead letters has long since yielded to digital data processing.
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Page 10 and 11: 10 i n s i g h t s Lithography The
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