Vollard saw himself as a creative publisher and he even set out to find a suitable typeface of his own.
He opted for the elegant but sober Garamond, which was extremely unusual for such luxurious editions.
Together with Bonnard, whose pink lithographs fluttered freely over the page, he produced one of the most attractive books of the fin de siècle.
When designing a poster, an attractive solution also had to be found for the brand name or advertising text.
Their bright colours and playful lines gave visual expression to the text, so that it would be capable of attracting the attention of the passer-by at a single glance in the street.
Hans H. Hofstätter, Art Nouveau. Prints, Illustrations and Posters, Ware 1984
Emilie Sitzia, Art in Literature, Literature in Art in 19th Century France, New Castle upon Tyne 2012
Ruth Iskin, The Poster. Art, Advertising, Design, and Collecting, 1860s-1900s, Lebanon 2014