The psychedelic posters of the late 1960s appropriately turned all the rules of Swiss design and the Modern tradition upside down. This 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. His beautiful "Neon Rose" series of 27 posters, of which this is number 12, were created for Marty Balin’s Matrix Club in San Francisco, but the artist had sole control over its design.
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.”