How Art Nouveau Inspired the Psychedelic Designs of the 1960s

“In the late 1800’s new tech­nol­o­gy was chang­ing the way the world worked, and the way that it looked,” the Vox video above explains. “Some peo­ple, espe­cial­ly artists, liv­ing through the tech­no­log­i­cal rev­o­lu­tion, were not so into all the new indus­try. To be blunt, they thought it was ugly.” They respond­ed with organ­ic forms and intri­cate pat­terns that evoked a pre-indus­tri­al world while simul­ta­ne­ous­ly show­cas­ing, and sell­ing, the most mod­ern ideas and prod­ucts.

Draw­ing on the hand­craft­ed aes­thet­ic of the Arts and Crafts Move­ment, the Goth­ic revival, the florid, ornate paint­ings of the Pre-Raphaelites, a fas­ci­na­tion with Japan­ese wood­block prints, and the strange, beau­ti­ful illus­tra­tions of sea crea­tures by Ernst Haeck­el, artists began to chal­lenge late Vic­to­ri­an ortho­dox­ies. The style we now know as Art Nou­veau emerged.

It went by many names: Jugend­stil, Mon­dernisme, Tiffany Style, Glas­gow Style, Stile Lib­er­ty, Sezes­sion­stil. Each iden­ti­fied a col­lec­tion of traits with which we are now famil­iar from the many hun­dreds of posters and adver­tise­ments of the time. Grand, flow­ing lines, intri­cate pat­terns, vibrant, often clash­ing col­ors, bold hand-let­ter­ing, fem­i­nine fig­ures and elab­o­rate, exot­ic themes….

The descrip­tions of Art Nouveau’s qual­i­ties also apply to the poster and album cov­er art of the psy­che­del­ic 1960s, and no won­der, giv­en the sig­nif­i­cant influ­ence of the for­mer upon the lat­ter. The artists of the acid rock peri­od rebelled not so much against indus­tri­al­iza­tion as the mil­i­tary-indus­tri­al-com­plex. At the epi­cen­ter of the move­ment was the San Fran­cis­co of Jef­fer­son Air­plane and the Grate­ful Dead.

Venues like the Fil­more and the Aval­on adver­tised the hip­pie rev­o­lu­tion with eye-catch­ing posters inspired by those that once lined the thor­ough­fares of Europe in an age before TV, radio, and neon signs. Art Nou­veau-like designs had already returned with the flower pat­terns pop­u­lar in fab­rics at the time. 60s graph­ic design­ers saw these seduc­tive styles as the key to a new psy­che­del­ic vision.

It’s easy to see why. Flow­ers, curves, pea­cocks, updates of Art Nou­veau images from the past (includ­ing skele­tons and roses)—dialed up to 11 with “eye-vibrat­ing” colors—made the per­fect visu­al accom­pa­ni­ment for the acid-fla­vored Roman­ti­cism that took root dur­ing the Viet­nam era. Even the fonts were poached from turn-of-the-cen­tu­ry graph­ic art. Famous 60s design­ers like Wes Wil­son con­fessed their admi­ra­tion for mod­ernism, “the idea,” Wil­son told Time in 1967, “of real­ly putting it all out there.”

Just as Art Nou­veau flow­ered into an inter­na­tion­al style, with some pre­scient­ly trip­py man­i­fes­ta­tions in Brazil and oth­er places, so too did the 60s psy­che­del­ic poster, spread­ing from San Fran­cis­co to every cor­ner of the globe. And as Art Nou­veau became the house style for the coun­ter­cul­ture of the ear­ly 20th century—celebrating sex­u­al and cul­tur­al exper­i­men­ta­tion and occult interests—it announced the birth of flower pow­er and its recov­ery of mod­ernism’s expres­sive free­doms.

Relat­ed Con­tent:

Har­ry Clarke’s 1926 Illus­tra­tions of Goethe’s Faust: Art That Inspired the Psy­che­del­ic 60s

Ernst Haeckel’s Sub­lime Draw­ings of Flo­ra and Fau­na: The Beau­ti­ful Sci­en­tif­ic Draw­ings That Influ­enced Europe’s Art Nou­veau Move­ment (1889)

Down­load 200+ Belle Époque Art Posters: An Archive of Mas­ter­pieces from the “Gold­en Age of the Poster” (1880–1918)

Behold the Beau­ti­ful Designs of Brazil’s 1920s Art Deco Mag­a­zine, Para Todos

Josh Jones is a writer and musi­cian based in Durham, NC. Fol­low him at @jdmagness