After the over-the-top designs of the Victorian Era, the artistic community wanted to return to more traditional techniques. The Arts and Craft Movement sought to reclaim graphic design from the wealthy and give it back to the middle class artisans. The art from this era was put to work as a tool for social, economic, and industrial reform.

The designers of this era used traditional craftsmen techniques to reestablish what was considered good design. While these designers tried to steer the style by pulling from classical principles, they also kept some the ornate designs of the Victorian Era. But they made one crucial improvement: the fancy designs would always be secondary to the actual function of the artwork. If a design element was so flowery and elaborate that it took away from the purpose of the piece, it had to go.

The Arts and Craft Movement was at odds with the innovations of the Industrial Revolution. The designers aimed to return to more natural and organic techniques, while using machines in minimal ways. For example, they used repeating ornamental patterns that were easy for machines to make, updating the older design styles.

Unfortunately, the simple and classic designs of the Arts and Crafts Movement could not hold the public's attention for very long. As more and more people moved to the city, there was no longer a desire for the older, nature-inspired designs. Over a hundred years later, the Arts and Crafts style is still revered for its style, simplicity, and classic beauty.

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