The Arts and Craft movement advocated for economic and social reforms in the art and graphic design sector marking the onset of globalization in art and graphic design.
According to Tankard, graphic design has an extremely long history from the caves of Lascaux to Today’s time Squire. The conservative approach to arts and crafts was changed by the Arts and Crafts movement which advocated for the separation of graphic design from fine art and art from the manufacturing industry. This movement was developed first and effected in the British Isles before spreading to the rest of Europe and North America. Austria was not left out as they created their own faction called the Secession.
This Austrian wing of the Arts and Crafts movement had its stronghold in Vienna, with its founders; Gustav Klimt and Rudolf von Alt taking the graphic design to America. According to Lechner and Frank, these founders and a group of sculptors, painters and architects resigned from the Association of Austrian Artists claiming that the Vienna Künstlerhaus was conservative and had an outmoded alignment towards historicism.
Austria has been known for having some of the world’s most impressive art collections especially painting. Australian paintings like Oberes Belvedere and the Prunkstall have a wealth of gothic religious art adopted from the Middle Ages. Globalization has seen Austria adopt the American graphic design style. According to Hannam, America has been described as a good place for the development of graphic design.