Sachplakat is a style of poster design originally developed by Lucian Bernhard in 1905. The “object poster,” at its simplest, depicted only the object being advertised and the name of the object. The idea for my poster was to create a Sachplakat poster advertising Merrell hiking shoes. The word “Merrell” exists in the bottom corner of the poster and leads the eye to the end of a shoelace. As it flows upwards, the shoelace turns into a meandering mountain path. Eventually it reverts back to the shoelace, and becomes part of the shoe form on the top of the mountain.
The sender of the message is the Merrell shoe company. The message that they are trying to send is that their hiking shoes are the ultimate in outdoor footwear and are tough enough to take you anywhere—even to the top of a mountain. They are the undisputed “king of the mountain,” so to speak, and stand above their competition. The intended audience for the message is outdoor enthusiasts, especially those who love to hike. The design of the poster equates Merrell shoes to the act of hiking, and shows the audience what they can accomplish with a pair of Merrell hiking shoes.
Preliminary sketches for the Sachplakat poster.
My first version for the object poster didn't have the actual object in it. It merely implied the benefits of the hiking shoe.
The final version. I took a different direction with this one upon Larry's suggestion. Making the hiking shoe part of a mountain and the shoe lace a hiking path is more interesting and successful in every way. Equating Merrell shoes with hiking sends a very clear message about what the shoe can do for the consumer.
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