Harper’s for March 1894

Edward Penfield created this lithographic poster, "Harper's for March," as an advertisement. The printmaking process itself, lithography, is crucial to its appeal. The image is striking, but the flatness inherent to lithography actually serves the design well. There is a stark contrast with the era's fine art, which emphasized painterly illusionism. The poster's impact lies in its immediate graphic punch: the confident lion standing upright, even reading a copy of Harper's Monthly Magazine. The lion and the lamb, symbolizing March, are rendered through strong outlines, while the typography is bold and legible. Penfield was an innovator in American poster design, and his embrace of lithography was strategic. It allowed for mass production and distribution, essential for advertising. Yet, he was also careful in his choice of colors and composition, demonstrating his design skills. By understanding these materials, techniques, and the context of mass culture, we gain a deeper appreciation for the poster as more than just a commercial image.