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How did lithography make colourful posters more widely available?

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Graphic design Scene from the Egyptian Book of the Dead.

Lithography, a printing process based on the immiscibility of grease and water, revolutionized the availability of colourful posters by overcoming the limitations of traditional letterpress printing.12

The development of chromolithography in the second half of the 19th century allowed designers to create vibrant, multi-coloured images by preparing a separate stone for each color used, which were then printed in register. This method freed designers from the technical constraints of letterpress, enabling them to integrate text and image into a single, cohesive piece of artwork with fanciful lettering and ornaments.12

The accessibility of these posters was further bolstered by:
* Technological Efficiency: The perfection of the steam-driven lithographic press around 1865 enabled faster, automated production.1
* Artistic Innovation: Pioneers like Jules Chéret utilized these advancements to create dynamic, large-scale posters that turned city walls into public galleries.32
* Commercial Demand: The process made high-quality, colourful imagery affordable for mass consumption, extending beyond posters to include packaging, trade cards, and home decor.12