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These institutions have to continually adapt to the advancing technology as well as support the academics in their quest to enhance the artistic scientific and technological aspects of production and publishing. Relationships must also be strengthened by co-operation between business leaders and academic institutions in order to provide the mutual benefit of improve standards with the ultimate aim of keeping up with both local and international developments. The easiest way to judge the standard of design and printing in a country is through the newspapers magazines and books published. Television also provides a showcase for visual communication through locally produced advertisements. The speed of printing development has made impositions on graphic design and the designers themselves.
Printing was brought to Jordan in the 1940s by people who had learnt the trade in other countries. Jordans printing evolution was similar to that of other countries. Printing started using wooden moulds then zinc clichés and letterpress as well as other printing tools symbols and shapes. It was the printing technology that restricted the scope for producing new designs. The range of items printed was limited to newspapers cards and stationary. Printing started mainly in black and white and was then developed to make photo made clichés through which the printers were able to print in full colour. Typolography or raised printing was the main method and is still used today. Offset printing enhanced the quality of production providing improvements in colour and picture reproduction.
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At that time developed a consensus that simple not only was the equivalent of good but was also more readable equivalent. One of the hardest hit areas was the design of symbols. The designers raised the question of how they could be simplified without destroying its informative function. However recent investigations have shown that the shape simplification only one symbol does not necessarily increase readability. Second Vanguards Reaction to the sobriety growing graphic design was slow but inexorable. The origins of postmodern fonts back to the humanist movement of the fifties. In this group highlights Hermann Zapf who designed two typefaces today ubiquitous Palatino (1948) and Best (1952). Blurring the line between serif fonts and sans serif and reintroducing organic lines in the lyrics these designs served more to ratify the modern movement to rebel against him. An important milestone was the publication of the Manifesto first things first (1964) which was a call for a more radical form of graphic design criticizing the idea of design in series worthless.
Their work initially ranged from greetings cards business cards social stationary letterheads and envelopes then progressed to brochures and folders. The work was mainly limited to newspaper advertising which relied predominantly on the offset printing method. We shouldnt forget the air brush technology that provided designers with the use of graded colours achieving three dimensional effects for some designs although the number of people using this was limited. From 1980-87 design was performed by specialists in Plastic Arts and Architecture as well as the first graduates of the college of arts at Yarmuok University and similar institutions. By the end of the eighties the computer Linotype was used as a publishing tool by newspapers to prepare text for layout and paste it on the required pages next to advertising.