Otto Baumberger and the illustrated poster in the 20th Century
Baumberger’s overcoat poster is an example of Sachlichkeit (objectivity). The word sachlich recurs throughout writings on design in the 1920s and 1930s. The term originated in painting, where ‘neue Sachlichkeit’ (New Objectivity) signified the opposite of expressionism. …That ‘the camera never lies’ was an accepted notion at the time. The advertiser appealed to the public, not with emotional suggestions or promises, but with only essential information — what the product is and what it looks like.
- Richard Hollis, Swiss Graphic Design