1967 marked the full flowering of the youth counter-culture of the Sixties. The epicenter of the so-called "Summer of Love" was San Francisco, where new ideas of politics, fashion, sex and music were all on display.
Not surprisingly, the psychedelic posters from that period turned all the Modernist rules of "rational" Swiss design upside down. A new poster craze drew heavily on the floral excesses of Art Nouveau, the pulsating afterimages of Op-Art and the bizarre juxtapositions of Surrealism to create an intense, erotic and other-worldly visual experience.
Victor Moscoso was perhaps the most cerebral artist of the period, having studied color theory under Joseph Albers at Yale. This fine poster for a 5 band concert at the Avalon Ballroom including Steve Miller, Quicksilver Messenger Service and John Lee Hooker combines his rich organic sense that echoes Eastern religious art with unique color harmonies and photomontage.
This poster was visual proof of his design philosophy: "I had been told that lettering should always be legible, so I turned that around to say: Lettering should be as illegible as possible. Another rule was that a poster should transmit its message quickly and simply. So, I said: A poster should hang up as long as possible. Another one is: Do not use vibrating colors; they're irritating to the eyes. So I said: Use vibrating colors as much as possible."