In posters such as Bernhard's, or Jim Fitzpatrick's poster of Che Guevara, the color palette is minimal, the contrast between shapes, values, and intensity is extreme. Bernhard was inspired by the industrialization of city life and a desire for rapid communication. Lucian Bernhard's 1906 poster design entry to a contest held in Berlin by the Priester Match Company is the first work to embrace this new graphic style. Flat graphics are bold and minimal often type is large. Plakatstil translates from German as "poster style." Plakatstil is the opposite of decoration. Plakatstil is the original flat graphic style used in advertising and poster campaigns (see Jim Fitzpatrick's 1968 poster for Che Guevara). Visible in Warhol's illustrations of Campbell's soup cans are thin, black lines that delineate the top edges of the can and a large, flat field of red-orange on the label. Andy Warhol blurred the border between the worlds of commercial and fine art by using line art and flat graphics on paintings to be shown in galleries and museums as a critique of the commercial world that this genre serves. Line art as has routinely been employed in the commercial arena (see the 1868 visual reference to the line drawing from Harper's Bazar). Lines and shapes form a composition with a strong figure/ground and negative/positive space interplay. A newspaper headline is line art, but the photograph below the headline is not line art. Line art uses solid colors, and does not include a continuous tonal scale. No matter the weight of the line, from finely etched crosshatching to bold marker or brush strokes, line art is binary: the color is either on the paper or it is not.
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