Sell­ing with style

Pasatiempo - - Mixed Media -

Print ad­ver­tis­ing doesn’t have to be un­re­lent­ingly unattrac­tive. No­body makes that ar­gu­ment bet­ter than David Lance Goines, whose graphic de­signs meld art and ad­ver­tis­ing in a way that is per­sua­sive and beau­ti­ful. You have prob­a­bly seen his work on posters, book jack­ets, or wine la­bels. It is om­nipresent in Cal­i­for­nia’s Bay Area (he is based in Berke­ley), where his el­e­gant, com­fort­ing im­agery in­vites view­ers to dine at Chez Panisse, visit the Berke­ley Hor­ti­cul­tural Nurs­ery, or buy the wines of Ravenswood or Do­maine Chan­don. The time-hon­ored de­sign ideals of the Arts and Crafts move­ment in­form both his im­ages and the way he scales them up for com­mer­cial use as posters, car­ry­ing out ev­ery step of the print­ing process per­son­ally on a press that has served him since 1966. Dover Pub­li­ca­tions has just re­leased The Poster Art of David Lance Goines: A 40-Year Ret­ro­spec­tive (with a fore­word by Alice Waters, founder of Chez Panisse). Goines presents a lec­ture, “A Life in Posters,” in the New Mex­ico His­tory Mu­seum Au­di­to­rium (113 Lin­coln Ave., 476-5200) at 2 p.m. on Satur­day, April 23 ($10 ad­mis­sion at the door); and from 4 to 6 p.m. on the same af­ter­noon, he signs copies of the new book at a pub­lic re­cep­tion at Fisher Press (307 Camino Alire, 984-9919), where orig­i­nals of his posters are on dis­play through May 14.

— James M. Keller

One of many posters by David Lance Goines for Chez Panisse, 2007

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