Postcards were the social media memes of their day, and they still have a job to do. Love en route from here to you.
Do you remember the last time joy came out of your mailbox?
Not the awaited package on your door step or the snazzy digital greeting card that arrived on your phone.
Was it recently (or long ago) that you picked up your mail, sorted, opened, and then laughed out loud, the glow of love encircling you?
In the second year of Posted Past… sunny sentiments on the sly 🙂
Is this a portrait of the couple or their hats? Feathers in the band. Fascinator with a wide brim. Stories behind their eyes and more clues in their clothes. The real photo postcard went unsent. Pasted inside an album once, and then lost for 100 years.
A sepia-toned oval portrait photograph from around 1910 showing a couple in formal attire. The woman stands behind the seated man, wearing a wide-brimmed hat decorated with a large bow or fabric flower. She’s dressed in a light-colored blouse with puffy sleeves and a geometric patterned skirt with a button at the waist. The man sits in front wearing a white long-sleeved collared shirt, striped tie, and a small hat with multiple feathers in the brim. Both subjects have neutral expressions typical of formal photography from this era. The real photo postcard shows significant age-related damage, with cracked and yellowed edges, stains, and deterioration around the borders, characteristic of an early 20th-century item previously collected in an album.
These vintage postcards from the 1972 Tourism Year of the Americas reveal fascinating questions about natural landscapes, heritage, monuments, and whose stories we remember and tell.
In summer 1972, the United States Postal Service issued commemorative postcards that would become enduring symbols of national identity. These postcards, part of the Tourism Year of the Americas campaign, featured iconic destinations with restrained elegance—their two-color printing was both artistic and economical. As America stood at a cultural crossroads, this postcard set tells a familiar American story. More than five decades later, they reveal even more about how a nation sees itself.
First Day of Issue cancellations mark a special moment in time, and signal that an item is expected to be collectible. The postcards were cancelled on June 29, 1972, bearing the commemorative text “Philatelic Exhibition Brussels” and “Tour America Inaugural Rome – Paris.” These international exhibitions promoted American tourism during the Cold War, when cultural diplomacy served as essential soft power.
The carefully designed cancellation artwork includes USS Constellation (6¢), Gloucester (6¢), Monument Valley (6¢), and Niagara Falls (airmail 15¢). These rates reflected the newly reorganized United States Postal Service which had become its own entity the year prior. The 1972 Tourism Year of the Americas was an ambitious initiative from the new quasi-independent agency, emerging alongside Nixon’s opening to China and détente with the Soviet Union.
USS Constellation, the last sail-only warship built by the U.S. Navy (1853-1855), served as flagship of the Africa Squadron from 1859–1861. The ship captured three slave vessels, enabling liberation of 705 Africans. During the Civil War, Constellation deterred Confederate cruisers in the Mediterranean. The selection represented naval heritage and anti-slavery efforts, though it still centered the naval victory rather than those who gained freedom.
Niagara Falls has attracted visitors for 200 years, becoming the symbolic heart of American tourism. The 1883 Niagara Reservation became America’s first state park, influencing national park creation. Current visitor statistics show enduring appeal: 9.5 million tourists visited Niagara Falls State Park in 2023, with the region welcoming 12 million visitors yearly.
Monument Valley reflect the West’s central role in national identity by 1972, immortalized through Hollywood and environmentalism. Yet Monument Valley sits within Navajo Nation territory, while Grand Canyon encompasses land sacred to multiple tribes, including the Havasupai, whose reservation lies within park boundaries—reminders that park creation displaced Native communities.
Gloucester, America’s oldest seaport, sustained coastal communities for centuries. The lighthouse image evoked both practical maritime safety and romantic notions of New England’s rocky shores, while Gloucester’s working harbor embodied the intersection of heritage preservation and living tradition. By 1972, this historic fishing port faced the tension between maintaining its authentic maritime culture and adapting to tourism pressures—a challenge that made it a fitting symbol.
The front of the postcards render multiple iconic American locations in distinctive engravings in an economical two-color print run, an important factor for a the government printing office.
The collection showcases a deliberate balance. Yosemite represents natural power and America’s first national park. Missisippi Riverboats and the Rodeo embody western majesty central to national imagination. DC Monuments offer overt patriotism and Williamsburg and the Liberty Bell connect to the tremors and tolls of colonial democracy.
Even in 1972, these were selective narratives. All featured natural sites exist on traditional Indigenous lands, for example, while largely omitting Indigenous perspectives and enslaved people’s contributions to our cultural histories.
Many featured locations are sacred sites to Indigenous communities. Some of the most sacred places for American Indian nations are located in national parks, yet access to holy ground remains contentious. Park creation often involved displacing Native peoples from lands they had stewarded for millennia.
The year 1972 was tough in other ways: Vietnam War divisions, emerging Watergate scandal, and generational alienation over the military draft. These postcards presented a different kind of unity. Rather than contemporary political divisions, they emphasized natural wonders and historical sites that transcended partisan conflicts.
During the Cold War, these postcards served as miniature global ambassadors, too, often providing people’s first visual encounter with American landmarks. They projected America as worthy of visiting and learning about, countering negative impressions from political controversies.
The postcards themselves embody crucial democratic principles: making heritage accessible through affordable media; connecting tourism to conservation through revenue and public appreciation; and revealing how commemorative choices reflect national values. The geographic diversity suggests a desire for the fullest of American experiences, though these 1972 selections still privilege certain narratives.
These postcards continue to offer insights into American values and heritage preservation evolution. USS Constellation still serves as a museum ship in Baltimore’s Inner Harbor. National parks have experienced tremendous visitation growth, raising questions about balancing access with preservation.
In what they don’t depict, the postcards show gaps in whose stories get told, whose lands get celebrated, whose experiences get centered. While 1972 selections emphasized traditional narratives, contemporary views increasingly include previously marginalized perspectives, acknowledging Indigenous heritage alongside colonial and national stories.
These artifacts remind us that commemorations reveal values and priorities. As our historical understandings evolve, it’s wise to look back and look again.
‘Greetings from…’ designs have rippled through visual culture for well over a century, telling the stories of how we see ourselves and our places.
A stone dropped into still water creates concentric circles that radiate outward. This physical phenomenon is a powerful metaphor for how cultural ideas spread through time and across media, especially visual motifs of place. Certain visual vocabularies persist, evolving with technologies while maintaining essential characteristics.
American statehood, regional identity, and natural heritage have rippled through various media over the past century. Iconic ‘large letter’ postcards, commemorative postal stamps, murals and more—all help us trace a fascinating journey of cultural transmission through the broader currents in American history, industrial development, and visual communication.
“Greetings From…” postcards emerged in 1890s Germany. The early examples of Gruss Aus cards featured the name of a location rendered in bold, three-dimensional letters with miniature scenes of local landmarks contained within. More common postcards of the day feature detailed illustrations of castles and later photographs. This new design cleverly packed maximum visual information into the limited space, creating an instantly recognizable format that would soon spread internationally.
The transmission of this visual language to America came through a German immigrant named Curt Teich, who arrived in the United States in 1895. After establishing his printing company in Chicago in 1898, Teich would transform American visual culture through the mass production of postcards. Following a visit to Germany in 1904, he successfully imported the Gruss Aus style to the American market, adapting it to suit American sensibilities and landscapes.
The true flowering of Teich’s vision came in 1931 with the introduction of his linen-textured postcards. Printed on high-quality paper with a distinctive fabric-like texture, these cards employed vibrant colors and airbrushing techniques that created a hyperreal aesthetic. The technical innovation of the linen card allowed for faster drying times and more saturated colors, resulting in postcards that depicted America in an optimistic, idealized light—a stark contrast to the harsh realities of the Great Depression era in which they first appeared.
Teich’s business savvy was as important as his technical innovations. He employed hundreds of traveling salesmen who photographed businesses and worked with owners to create idealized images for postcards. This approach not only generated business but also shaped how Americans visualized their own landscapes and communities. The Curt Teich Company would eventually produce over 45,000 different linen postcard subjects in just two decades.
The visual language of these postcards—bold lettering, vibrant colors, and idealized scenes—became firmly embedded in American visual culture during the 1930s through 1950s. As automobile ownership increased and the highway system expanded, these postcards played a crucial role in shaping Americans’ understanding of their own geography and national identity. They were both records of places visited and aspirational images of places to be seen.
Parallel to the development of the large letter postcard, another form of state-based visual identity was taking root—the formal designation of state birds and flowers. Most American states adopted these symbols between the 1920s and 1940s, often through campaigns involving schoolchildren, women’s clubs, and conservation organizations.
These officially designated natural symbols provided another vocabulary for expressing regional identity, one rooted in the natural world rather than the built environment. While large letter postcards typically highlighted human achievements—city skylines, hotels, roadways—state birds and flowers emphasized the distinctive natural heritage of each region. Together, these complementary systems of regional representation provided Americans with a rich visual language for their diverse nation.
In 1978, the Fleetwood company commissioned father-son wildlife artists Arthur and Alan Singer to create 50 original paintings of state birds and flowers. These watercolor paintings caught the attention of U.S. Postal Service officials, who recognized their exceptional quality and decided to feature them on commemorative stamps. Released on April 14, 1982, the 20-cent State Birds and Flowers stamp collection was another big moment in the ripple effect.
Arthur Singer painted the birds while his son Alan rendered the flowers, creating unique artwork for each of the 50 stamps. The collaboration between father and son added another dimension to this cultural transmission—the passing of artistic traditions and approaches from one generation to the next.
The Fleetwood company published a complete album featuring First Day Covers of these stamps. These decorative envelopes included additional information about each state’s natural heritage, creating a beautifully bound volume that was both aesthetically pleasing and informative. The Birds & Flowers of the 50 States album is now a cherished collectible, a visual catalog of national natural heritage in a single, beautifully presented format.
Twenty years later, the visual language of the large letter postcard experienced a revival through another stamp collection. On April 4, 2002, the USPS issued the ‘Greetings from America’ stamps, designed by Richard Sheaff and illustrated by Lonnie Busch. These stamps paid direct homage to the large letter postcards of the 1930s and 1940s, recreating their distinctive style for a new generation.
Each of the 50 stamps featured the name of a state in large, three-dimensional letters containing images of iconic landmarks and scenic vistas. The stamps were initially released as 34-cent denominations, but due to a rate change, they were reissued with 37-cent denominations on October 25, 2002. Here is another circular moment—a postal medium paying tribute to a postcard tradition that had itself been a popular means of commemorating places visited.
These stamps connected with older Americans who remembered the original postcards. Younger generations encountering the style for the first time recognized both the nostalgic and contemporary appeal. The vibrant colors and bold, three-dimensional lettering still effectively communicated a sense of place and regional pride, proving again the resilience of this visual vocabulary.
Artists Victor Ving and Lisa Beggs took the large letter postcard to a whole new scale. Starting in 2015, the Greetings Tour has produced dozens of murals that transform the two-dimensional postcard design into monumental public art.
A grand dimensional leap—a design meant to be held in the hand scaled to the size of a building. The murals maintain the core visual elements of the large letter design while incorporating contemporary references and local touchstones. In a delightful twist, these murals have themselves become tourist attractions with visitors posing for social media. The postcard mural is now a backdrop for new images to be shared globally.
The artists also create custom digital designs for corporations, events, and retail spaces, maintaining the vintage aesthetic while adapting it to contemporary contexts. This commercialization represents another ripple in the cultural transmission of the large letter design, as it moves from public art back into the commercial realm that originally produced the linen postcards.
As graphic design software became increasingly sophisticated and accessible in the late 20th and early 21st centuries, the visual language of large letter postcards found new life in digital recreations. Graphic design tools enable designers to quickly recreate the distinctive three-dimensional lettering and image-filled characters of the classic postcards.
Online design platforms have further opened access to this aesthetic, offering templates that approximate the large letter style without requiring specialized skills. Now small businesses, community organizations, and individuals can incorporate elements of this visual tradition into their communications, expanding the reach of this design vocabulary beyond professional designers.
With a phrase like “create an image of a vintage large letter postcard from Arizona,” most anyone can generate a decent design in seconds. Like the old days of digital clip-art, the initial attempts lack craftsmanship and historical accuracy. Still, they are a new democratization of this visual vocabulary, making it more accessible to professional designers and enthusiasts alike, though perhaps for different reasons.
This latest development completes a fascinating loop—from specialized industrial printing processes that required substantial investment and technical expertise, to digital design tools requiring professional training, to AI generation requiring only the ability to formulate a design concept and the text prompt. With each technological advancement, the barriers to producing these distinctive visual representations have lowered, while the core elements of the design has persisted.
From German Gruss Aus postcards to AI-generated images—our journey demonstrates the remarkable resilience of certain visual vocabularies across time, technologies, and cultural contexts. Despite dramatic changes in production methods, from specialized lithographic presses to neural networks, the essential visual grammar of these designs remains recognizable.
This persistence has a woven quality—the ability to render and replicate a sense of place over time. Whether in linen postcards, commemorative stamps, public murals, or digital images, the large letter design and state symbol motifs combine to convey regional identity and pride over time. Their continued relevance suggests that certain visual solutions, once discovered, become an architecture that generations continue to appreciate and adapt for new uses.
We also feel the ripple effect in the broader patterns of American history— immigrants bringing skills and technology to American shores, industrial innovation creating new visual possibilities, the automobile age changing how Americans experienced nature and themselves, and digital technology transforming how we create and share images. Through it all, the distinctive visual language pioneered by Curt Teich and others continues to evolve.
What new ripples lie ahead? Perhaps augmented reality will allow us to step into these designs. Or new materials and technologies will adapt them yet again for uses we don’t yet comprehend. Whatever comes next, we know that cultural transmission does have a distinguishing mark—it ripples outward in both calculable and unexpected ways, influenced by technology, economics, and human inspiration, creating patterns that can be traced across generations.
Meikle, Jeffrey L. (2016). Postcard America: Curt Teich and the Imaging of a Nation, 1931-1950. University of Texas Press. Publisher’s page
“The Immigrant Story Behind the Classic ‘Greetings From’ Postcards.” Smithsonian Magazine. (2018). Read online
“Curt Teich & Co., est. 1898.” Made-in-Chicago Museum. (2020). Read online
“How Linen Postcards Transformed the Depression Era Into a Hyperreal Dreamland.” Collectors Weekly. Read online
“Curt Teich Postcard Archives Collection.” Newberry Library. Collection information
“1953-2002 – 1982 20c State Birds and Flowers.” Mystic Stamp Company. Product page
Singer, Paul and Alan Singer. (2017). Arthur Singer: The Wildlife Art of an American Master. RIT Press. Publisher’s page
“3696-3745 – 2002 37c Greetings From America.” Mystic Stamp Company. Product page
Greetings Tour – The Original Postcard Mural Artists. Official website
“How To Create a Vintage Style Large Letter Postcard Design.” Spoon Graphics. (2022). Tutorial
A wooden cross rises from churned earth, the inscription stark against weathered wood. A familiar image of a striking handmade monument to the son of a president who fell from the sky over France.
This photograph, captured by a U.S. Signal Corps photographer known only by the initials P.E.L., embodies the US vision of the first World War carefully curated by military officials. While this image evokes sacrifice, honor, and patriotism, the ones that follow emphasize air power and the ground fight.
The Signal Corps photographers worked with clear directives. Their images showcased military capacity and impact: a German observation balloon in flames over Verdun, captured enemy aircraft, and troops dug into the battlefield. These photos celebrated American military achievements while maintaining a safe emotional distance from war’s realities. They framed the conflict as a grand, heroic endeavor of machines and strategy, and no bodies.
Soldier photography told different stories.
World War I marked a pivotal shift in war photography. The conflict erupted during the democratization of the camera, when Kodak’s marketing promise—You press the button, we do the rest—had placed photography in ordinary hands. For the first time, soldiers carried their own cameras to the front. They documented their experiences without oversight, censorship, or propaganda objectives.
The images captured by troops and printed later at studios like Renfro & Jensen in Belmont, Arkansas reveal a more intimate perspective—the human cost of conflict. German officers’ quarters reduced to rubble by American artillery. The harsh conditions of a foxhole or a machine gun post.
These images weren’t composed for newspaper spreads or government reports. They were personal souvenirs, visual evidence of experiences too enormous to capture in words alone. They were captured on a new-fangled camera and carried home as silent witness.
Belmont, Arkansas transformed virtually overnight in 1917 from a quiet rural community into a bustling military training center. Soldiers flooded the region, bringing with them not just their uniforms and rifles, but their cameras. The town experienced a true boomtown effect as businesses sprang up to serve the influx of military personnel. Among these enterprises, the Renfro & Jensen photography studio established itself as a crucial link between soldiers’ experiences and their communication home.
Then, as demobilization began in 1918, returning soldiers sought ways to share or quietly remember what they had witnessed. Renfro & Jensen became unwitting archivists. They must have developed and printed thousands of soldier photographs—images far more frank and direct than anything appearing in newspapers or government publications. The studio workers were likely among the first civilians to confront warfare through this new technology. Each day, they processed images showing destruction, military achievements, and occasionally, the graphic aftermath of combat. Their commercial service inadvertently preserved a crucial alternative visual history of the conflict.
Two European-produced photographic postcards further document the war. These images, printed on distinctive European paper stock, emerged from a continent already numbed by years of destruction.
Another sixteen images — the most harrowing in the collection — can’t be shown here. The ethical boundaries of war photography persist today. What images should be shielded from casual viewing, and which realities deserve documentation regardless of their power to disturb?
Major institutional collections house millions of WWI photographs. The National Archives holds the largest repository of World War I material in the United States, with over 110,000 photographs digitized from two primary series: the American Unofficial Collection of World War I Photographs and the Photographs of American Military Activities. The Library of Congress maintains extensive collections, including the American National Red Cross Collection with over 18,000 digitized negatives showing wartime activities.
Beyond these institutional repositories exists a vibrant world of private collectors who often hold the most provocative and unfiltered images. These private collections sometimes reveal perspectives absent from official archives. Photographer Carl De Keyzer discovered approximately 10,000 archival glass plate and celluloid negatives from WWI scattered across Europe, many in private hands. From these, he selected 100 to reproduce in stunning detail, revealing aspects of the conflict previously unseen in such clarity. Some of the most compelling battlefield imagery exists in small personal collections—albums like this one that have been kept by families of veterans, passed down through generations, their contents rarely exhibited publicly.
The grave of Lieutenant Quentin Roosevelt is quite enough for many. It symbolizes loss while sparing us its visceral reality. But the full photographic record of the conflict includes truly heinous realities—corpses tangled in barbed wire, faces distorted by gas, bodies rendered unrecognizable by artillery.
While official photographers were tasked to frame narratives that supported war efforts, some soldier photographers refused to turn a blind eye. They captured what they witnessed, creating very personal views that continues to challenge our understanding of history. Their lenses documented what words alone could never convey—the irredeemable human cost of modern warfare.
Copper maps. Wooden cards. Puzzle prints. Discover how obsolete technologies transform into art and craft, and explore why we can’t stop reinventing the perfect postcard.
In this age of instant digital communication, the persistence of physical postcards presents an intriguing contradiction. These rectangular pieces of cardstock—designed to carry both image and correspondence through postal systems without an envelope—serve as artifacts of a communication method that had its heyday a century ago. But rather than disappear entirely, postcards have evolved in novel ways that tell us even more about who we are.
Humans have always been drawn to novelty. Our brains light up at the unfamiliar—it’s a survival mechanism that once helped our ancestors notice changes in their environment that might signal danger or opportunity. But our relationship with novelty runs deeper than vigilance. We seek out new experiences, objects, and sensations even when no practical threat or benefit is apparent.
This human attraction to novelty serves several purposes. First, it provides simple pleasure—the dopamine release that accompanies discovery keeps us engaged with our surroundings. Second, it helps us learn and adapt—new situations force us to develop new skills. Third, it offers social currency—being the first to discover, own, or report something novel (even if untrue!) gives us a kind of status within our communities.
Perhaps most fundamentally, novelty helps us fight against the deadening effect of habituation. We become blind to what remains constant around us, a psychological phenomenon called “sensory adaptation.” Think of how you stop noticing a persistent background sound, like traffic noise. Novelty jolts us back into conscious appreciation, like noticing the birdsong instead, making us sense the familiar differently.
With mass-produced consumer goods, we often pursue novelty through customization or unique variants—like these postcard alternatives. They satisfy our craving for something special while maintaining connection to recognizable forms. Even novelty doesn’t stray too far from the familiar.
As technologies age and are replaced by more efficient methods, something interesting happens—the displaced technology often shifts from the realm of utility to the realm of artistry and craft. What was once valued primarily for function becomes appreciated for form, precision, and the visible human touch.
Letterpress printing was an extraordinary innovation of its time and once the standard for all printed matter. It was largely replaced by offset printing in the 20th century and later the digital methods we use today. But rather than disappearing, letterpress evolved into a premium craft, prized for its tactile quality and visible impression on paper—characteristics that were originally just side effects of the technique, not its intended purpose.
The same transformation happens with many technologies: vinyl records, film photography, mechanical watches. As digital alternatives take over the functional role, the analog predecessors become vessels for history, craftsmanship, ritual, tactile pleasure. They move from being tools to being experiences.
This pattern helps explain our collection of novelty postcards. Somewhere in the middle of last century, the standard paper postcard was functionally superseded by digital communication, freeing it to evolve into these more elaborate, less practical forms. They represent a technology in its artistic phase—no longer bound by strict utility, but free to explore expressive and sensory possibilities, along with kitsch and commercialism.
The copper-embossed Utah souvenir represents one of the more elaborate departures from traditional postcard design. The metallic rectangular plate features a raised topographic outline of the state with embossed illustrations of regional landmarks and attractions. The word UTAH is prominently displayed at the top, while places like Vernal, Provo, Cedar City, and St. George are labeled at their approximate locations. The copper medium gives the piece warmth, with a decorative scalloped border framing the state’s geography and securing the paper card below.
The manufacturing process likely involved die-stamping or embossing thin copper sheeting, a technique that dates back to the late 19th century and regained popularity in mid-20th century souvenirs. The tactile nature of the raised elements invites touch, creating a multisensory experience unavailable in traditional flat postcards. The utility of this object as actual correspondence is significantly diminished—the copper surface resists easy writing, and its weight requires additional postage and hand-canceling. It’s more a miniature commemorative plaque that happens to maintain postcard dimensions.
Let’s look closer now at a novelty postcard featuring a cabin in Salmon, Idaho, printed onto a thin wooden substrate and depicting a rustic cabin nestled among stylized pine trees. The scene employs a limited color palette—brown and black for the structure and green for the surrounding vegetation—lending it a deliberately simple aesthetic that echoes both woodcut prints and traditional lithography.
The simple text at the top identifies the location without intruding on the scene. The artwork itself employs minimal detail, capturing the essence of rural life rather than photographic accuracy. The manufacturing process of printing onto thin wood veneer allows for mass production, while adding a specific scene, location name, and ink color for customization.
This card’s rustic medium and subject matter work in harmony, creating a self-referential object where the material reinforces the message—a wooden card depicting a wooden structure set within a forested landscape. The medium becomes part of the message, suggesting authenticity through material consistency. Though mass-produced, it strongly evokes a rural sensibility.
Our souvenir from Yellowstone National Park adopts yet another approach. This card features a stylized illustration of Yellowstone’s grand canyon and waterfall printed on cardstock and mounted on a wooden backing.
The artwork employs a palette of oranges, purples, blues, and whites to capture the dramatic landscape, with the falls rendered as a white vertical streak against colorful canyon walls. Dark silhouettes of pine trees frame the scene, while puffy clouds hover in a light blue sky, held inside a purple border. The stylized typography echoes vintage travel posters from the early to mid-20th century. The entire image is mounted or printed on a natural wood base, visible as a frame around the illustration.
This card’s production combines offset printing with a wooden substrate—a look that recalls both traditional woodblock prints and mid-century travel advertisements. The design deliberately evokes an era of American national park tourism when artistic posters commissioned by the Works Progress Administration and the National Park Service established a distinctive aesthetic for natural landmarks.
The Disney puzzle postcard introduces an element of interaction we haven’t seen before. This card features Mickey Mouse, Minnie Mouse, Donald Duck, Daisy Duck, Pluto, and Goofy arranged in a group pose against a blue-and-white checkered background. The message reading “Hi From The Whole Gang” in bubble text curves around the edge of the image.
This item turns a postcard into a simple jigsaw puzzle—die-cut pieces that can be jumbled and reassembled to reveal the printed image. The manufacturing process involved full-color printing followed by precision die-cutting to create interlocking puzzle pieces, then applying a thin adhesive film to maintaining the card’s overall integrity for mailing.
This souvenir represents a curious hybrid—a postcard that actively invites its own disassembly. The Disney characters themselves represent another layer of nostalgia, combining America’s animation icons with the traditional postcard format to create an object that references multiple forms of 20th-century popular culture simultaneously. But only modern technology could accomplish these manufacturing details, a playful combination of familiar and fresh.
The Will’s Hardy Trees and Seeds magnetic card is the one in our set with the most layers of both meaning and making. See packets, postcards, fridge magnets, and agricultural Americana all combine in this take home treasure.
The 1909 seed catalog cover is a contemporary image inspired by the real-life Oscar H. Will & Co. of Bismarck, North Dakota. The vibrant illustration displays pansies in various colors—purple, yellow, orange, pink, and white—arranged in a bouquet. Text identifies the company’s 26th year of operation and describes their products as the “choicest and most beautiful on earth”.
A small purple circle overlay on the plastic film cover announces the item’s true nature: a magnetic postcard to send as a gift. Despite its historical appearance and postcard dimensions, the object is actually a refrigerator magnet that merely references seed catalog and postcard aesthetics. The production involved digital printing on magnetic sheet material, applying a printed paper backing, and slipping into a plastic cover with instructions to mail the gift in an envelope.
As a novelty item, it reveals a peculiar circularity. A reproduction of a commercial artifact (seed catalog) transformed into a correspondence medium (postcard) further transformed into a decorative household item (refrigerator magnet). Somehow, we love each iteration all the more.
What these examples share is a relationship with nostalgia that operates on multiple levels. They aren’t simply nostalgic; they engage in a looping nostalgia—nostalgic representations of already nostalgic forms.
The copper Utah relief draws upon mid-century tourist souvenirs, themselves designed to evoke frontier-era maps and territorial markers. The Salmon cabin employs modern production techniques to simulate traditional woodcuts nad print, which were themselves often romanticized depictions of rural life. The Yellowstone cards references mid-century national park posters that were already stylized interpretations of natural wonders. The Disney puzzle incorporates cartoon characters who have become nostalgic cultural icons, presented in the format of childhood games. The Will’s Seeds magnet reproduces early 20th-century commercial art that was, even in its original context, employing Victorian aesthetic sensibilities.
This layering of reference creates objects that are remarkably dense with cultural signifiers despite their modest physical dimensions. They offer not just a connection to place and time but to the ways we’ve represented ourselves and our interests through commercial souvenirs.
Our apparent need for novelty, then, might be better understood as a need for continual context. Each new postcard iteration doesn’t merely replace what came before; it absorbs and references it, creating objects that function as compact archives of our evolving relationship with the characters and places we cherish.
These novelty postcards sit at an interesting crossroads of commerce, craft, and communication. They represent what happens when a formerly utilitarian object—the humble postcard—is freed from its purely practical obligations and allowed to evolve along lines dictated by sentiment, aesthetics, and novelty.
In a world increasingly dominated by digital experiences, these physical novelties offer something screens cannot—texture, weight, presence. They satisfy our hunger for the tangible. Their quirky, sometimes impractical forms speak to a human need more fundamental than efficient communication: the need to hold something unique in our hands, and to feel a physical connection to places we’ve been and experiences we’ve had.
The postcard itself is and was a very simple concept and object that, over time, has become a medium for ongoing conversations about permanence and impermanence, about what we value over time, and about the tension between utility and sentiment. In their various novel forms, these more-than-postcards tell us about places we’ve been and how we’ve chosen to remember and delight in those places—a correspondence not just between people, but between past and present.
From the verdant hues of the rainforest to the toxic green pigments adorning Victorian wallpaper, green embodies our most profound contradictions. This single color represents both life and decay, wealth and envy, nature and artifice.
In the Amazon rainforest, vegetation thrives in countless green hues, symbolizing life’s abundance. Yet in Western art, sickly green often signifies death and corruption. How can one color embody such opposed concepts? This tension—between green as vitality and green as decay—forms the central paradox in humanity’s relationship with this enigmatic tertiary hue.
Green occupies a unique position in our visual lexicon. It bridges the cool tranquility of blue and the energetic warmth of yellow. This intermediate status perhaps explains its dual nature—a color of balance that simultaneously contains opposing forces.
The story of green pigment drips with poison. For centuries, the most vibrant greens came from copper arsenite, creating infamous “Paris Green” that adorned Victorian wallpapers and allegedly contributed to Napoleon’s death through arsenic poisoning. Scheele’s Green, developed in the late 18th century, released deadly arsenic gas when dampened. Victorian walls literally “breathed” death through their verdant decorations.
This toxic history highlights a contradiction: the color most associated with natural life proved historically among the most unnatural and deadly to produce. Nineteenth century painters risked chronic arsenic poisoning for the perfect emerald tone.
Printing technology reveals another dimension of green’s complex nature. Traditional lithography treated green as a distinct entity. Master printers blended pigments to create precise green tones before applying them to printing stones. Toulouse-Lautrec’s lithographic posters featured carefully formulated green inks to capture the absinthe-tinged atmosphere of Parisian nightlife.
Modern CMYK printing creates green through optical mixing instead. Green isn’t a primary ink but emerges from combining yellow and cyan dots in precise patterns. This technique echoes Neo-Impressionist pointillism, where artists like Seurat placed distinct color dots side by side, allowing viewers’ eyes to blend them into a third color. A magazine’s solid green leaf reveals itself as an array of cyan and yellow dots under magnification.
This absence-made-present quality of green in modern printing mirrors its philosophical status: green exists at boundaries between colors and concepts. While our eyes perceive green as distinct (wavelength 495-570 nanometers), the printing process creates it through subtraction and combination—an illusion constructed from non-green components.
One of green’s most recognized meanings emerged in the late 19th century with traffic signals. Green indicating “go” now transcends language barriers worldwide.
This standardization began with British railway signals in the 1830s, borrowing from maritime tradition where green lights indicated starboard. The first traffic light with red and green signals appeared outside London’s Parliament in 1868, predating automobiles. Gas-lit red and green lamps operated manually by police officers guided horse-drawn carriages.
The choice wasn’t arbitrary but built on psychological associations. Green’s connection to safety likely stems from evolutionary biology—natural green environments generally signal available food and absence of danger.
The 1949 Geneva Protocol formalized green’s role in traffic systems globally. Today, from Tokyo’s sophisticated networks to remote Indian intersections, green universally permits passage. This standardization extends to pedestrian crossings, airport runways, and maritime navigation.
This creates a fascinating contradiction: the color most associated with nature now primarily serves an urban, technological function. Times Square’s green traffic light and the Moscow Metro’s green signal represent perhaps green’s most recognized meaning—entirely disconnected from the natural world that gave the color its original significance.
Green’s role as “go” permeates language. “Getting the green light” implies permission and opportunity. Business reports use green to indicate positive metrics. This association with forward movement and progress creates another layer of meaning for this multivalent color.
Perhaps nowhere is green’s paradoxical nature more evident than in its associations with money and envy. Shakespeare’s description of jealousy as “the green-eyed monster” in Othello connects the color to one of humanity’s most corrosive emotions. This association may stem from physiology—intense jealousy can produce a pallid, greenish complexion due to blood flow changes—the body manifesting emotion through color.
Currency, particularly American dollars, has become synonymous with green. “Greenback” entered common parlance as a synonym for money. The decision to print American currency in green stemmed from practical concerns—green ink resisted photographic counterfeiting and remained chemically stable. This pragmatic choice evolved into a powerful cultural symbol representing both opportunity and excess, freedom and materialism.
Medieval European art portrayed avarice through green-tinted figures clutching moneybags. Giotto’s 14th-century fresco “The Seven Deadly Sins” in Padua’s Scrovegni Chapel depicts Avarice with greenish skin, visually linking the color to unnatural desire for wealth.
Green features prominently in approximately 40 national flags, each instance carrying distinct cultural significance. Brazil’s verdant background represents the Amazon rainforest, directly linking national identity to landscape. Saudi Arabia’s entirely green flag connects the color to Islamic associations with paradise and the Prophet Muhammad.
Nigeria’s vertical bands with green on either side symbolize natural wealth and agricultural resources. Similarly, Pakistan’s predominantly green flag represents both Islamic heritage and agricultural prosperity. In Ireland, green in the tricolor evokes both the verdant landscape (“Emerald Isle”) and Catholic nationalist tradition.
Portugal’s green carries revolutionary significance, representing hope following the Republican revolution of 1910. The Italian tricolor uses green to complete its representation of the natural landscape—the Alps’ snow, Mount Etna’s lava, and the country’s fertile plains.
Green in many African nations’ flags—including Senegal, Cameroon, and Zimbabwe—often represents natural resources and agricultural wealth, while simultaneously nodding to Pan-African colors inspired by Ethiopia’s flag.
These varied uses in national symbolism show how green serves as canvas for diverse values: religious devotion, natural abundance, revolutionary hope, and cultural heritage—sometimes simultaneously within the same emblem.
The concept of “green space” contains inherent tension. In urban planning, green spaces represent deliberate human interventions—parks and conservation areas that preserve nature within developed landscapes. New York’s High Line transforms an abandoned railway into a linear park, while Singapore’s Gardens by the Bay creates futuristic “supertrees” blending technology and nature.
In Bali’s rice terraces, agricultural practice created one of the world’s most striking green landscapes. These centuries-old terraced fields follow hillside contours, representing harmony between human needs and natural topography that has become iconic in travel photography.
“Greenwashing” introduces another tension—the superficial application of environmental imagery to mask environmentally harmful practices. The color once simply representing nature now carries political dimensions, conscripted into debates about sustainability and corporate responsibility.
The “green economy” represents perhaps the most significant modern appropriation of the color, embodying tension between environmental sustainability and economic development. Traditionally seen as opposing forces, the green economy concept attempts reconciliation, suggesting an economic system generating prosperity without degrading ecological systems.
This reconciliation attempts to resolve fundamental tension in green’s symbolism. The color representing both verdant growth and corruption of excess now stands for an economic model decoupling prosperity from environmental harm.
Yet the green economy concept contains internal contradictions. Critics argue “green growth” often represents contradiction in terms—attempting to maintain unsustainable consumption through marginal efficiency improvements. This criticism spawned more radical conceptions, including the circular economy model.
The circular economy transcends the linear “take-make-dispose” industrial model to envision economic activity mimicking natural cycles. In nature, nothing wastes—one organism’s decomposition nourishes another. Fallen leaves decay into soil feeding the next generation. This cyclical pattern contrasts with the ever-upward arrow of traditional economic growth charts.
Inspired by natural systems, circular economy advocates like Ellen MacArthur envision products designed for disassembly and reuse, with materials continuously circulated rather than discarded. The bright green growth arrow transforms into a green regeneration circle—emblematic in recycling symbols worldwide.
This shift from growth-as-expansion to growth-as-renewal reimagines green’s economic symbolism. Finland’s forests, supplying timber under strict regeneration requirements, exemplify this approach—harvested trees always replanted, creating sustainable cycles rather than mere extraction. This forest management system models how economic activity can align with natural regeneration.
Green remains the color of paradox—simultaneously natural and artificial, life-giving and toxic, calming and unsettling, signifying unfettered growth and mindful circularity. This duality explains its enduring fascination. Unlike primary colors with straightforward associations, green exists in in-between spaces—a tertiary tone refusing simple categorization.
From deadly Victorian pigments to digital screens, from Islamic tradition to environmental movements, from envious emotions to regenerative economics, green continues evolving while maintaining fundamental tensions. In all its tertiary complexity, green continues defining spaces where human creativity engages with fundamental forces of growth, change, and renewal.
Early postcards represent a convergence of innovations in printing, photography, and postal delivery—each with its own players, craft, and history. The emergence of the simple picture postcard depended on a complex international network of industries, technologies, and regulations developed in the prior century.
The development of chromolithography in the late 19th century provided the technological foundation for colorful mass-produced postcards. Though lithography itself dated back to 1796, when Alois Senefelder developed the process in Munich, the refinement of color lithography reached new heights in the 1870s-90s, with different national styles emerging.
German printers particularly mastered the technique of creating separate limestone printing plates for each color, allowing for vibrant multi-color images that previously would have required expensive hand-coloring. A typical color postcard might require five to fifteen separate printing runs, with perfect registration between colors. This level of precision required specialized equipment and highly trained craftsmen.
German chemical industries produced superior inks and dyes, giving their postcards more vibrant and stable colors than competitors. Companies like BASF and Bayer, originally founded as dye manufacturers, provided innovative colorants specifically formulated for printing applications.
The German city of Leipzig emerged as a center of printing excellence, with firms like Meissner & Buch establishing international reputations for quality. German chromolithography was so superior that even American publishers would often have their designs sent to Germany for printing, then shipped back to the United States for distribution—at least until tariff changes in 1909 made this practice less economical. Publishers like Raphael Tuck & Sons maintained offices in Germany despite being headquartered in London, simply to access German printing expertise.
While Germany led in technical quality, French postcards developed a reputation for artistic sophistication. Paris publishers like Bergeret and Levy et Fils produced cards featuring Art Nouveau styles and artistic photographic techniques. The French market also developed distinctive “Fantaisie” postcards featuring elaborate designs with silk applications, mechanical elements, or attached novelties. These cards pushed the boundaries of what a postcard could be, turning functional communication into miniature works of art.
British publishers like Raphael Tuck & Sons, J. Valentine & Co., and Bamforth & Co. showed particular commercial acumen. While they didn’t match German printing quality or French artistic sensibility, British firms excelled at identifying market opportunities and consumer trends. The British pioneered specialized categories like the seaside postcard and led in developing postcards for specific holidays and occasions.
While lithographic postcards dominated the market, photography increasingly influenced postcard production. The collodion wet plate process (1851) and later the gelatin dry plate (1871) made photography more accessible. The development of halftone printing in the 1880s allowed photographs to be reproduced in print media without manual engraving, creating more realistic imagery.
A revolutionary moment came in 1903 when Eastman Kodak introduced “Velox” postcard paper. This pre-printed photographic paper had postcard markings on the back and a light-sensitive photo emulsion on the front. Combined with Kodak’s 3A Folding Pocket camera, which produced negatives exactly postcard size (3¼ × 5½ inches), this innovation created the Real Photo Postcard (RPPC).
The acquisition of Leo Baekeland’s Velox photographic paper company in 1899 for $1 million provided a crucial technological component. Velox paper could be developed in artificial light rather than requiring darkroom conditions, had faster developing times, and produced rich blacks and clear whites—all critical qualities for postcard production.
The RPPC format found particular success in America, where the vast geography meant many small towns would never appear on commercially printed postcards. Local photographers throughout the country created RPPCs of main streets, businesses, schools, and community events, documenting American life with unprecedented comprehensiveness.
Even the most beautifully produced postcard would be meaningless without an efficient system to deliver it. The standardization of postal systems in the late 19th century created the infrastructure necessary for postcards to flourish.
A watershed moment for international mail came with the Treaty of Bern in 1874, establishing the General Postal Union (later renamed the Universal Postal Union or UPU). This organization created the first truly international postal agreement, initially signed by 22 countries, primarily European nations. The United States joined the UPU in July 1875, connecting the American postal system to the standardized European networks. The U.S. had introduced its own government-issued postal cards in 1873, but joining the UPU meant these could now be sent internationally under consistent regulations.
Several key UPU Congress developments shaped the postcard’s evolution. The 1878 Paris Congress renamed the organization to Universal Postal Union. The 1885 Lisbon Congress standardized the maximum size for postcards (9 × 14 cm). The 1897 Washington Congress set new international regulations for private postcards. The 1906 Rome Congress standardized the divided back format internationally.
Perhaps the most crucial postal development for postcard popularity was the divided back. Great Britain introduced this format in 1902, with France and Germany following in 1904, and the United States in 1907. Before the divided back, the entire reverse of a postcard was reserved for the address only, with messages having to be squeezed onto the front, often around the image. The new format allocated half the back for the address and half for a message, dramatically improving postcards’ utility as correspondence tools.
European railway networks proved ideal for postal delivery, creating a remarkably efficient system. By the 1870s-80s, most European countries had developed comprehensive rail networks. Germany alone had over 24,000 miles of railway by 1895, despite having a land area smaller than Texas.
Railway mail cars (“bureaux ambulants” in France, “Bahnpost” in Germany) sorted mail en route. These mobile sorting offices made the system highly efficient, with mail sorted by destination while in transit. Railway timetables were coordinated to allow for mail transfers at junction points, creating an integrated system even across national borders.
Major routes often saw multiple mail trains per day. The Berlin-Cologne line, for example, had four daily postal services by 1900. This meant that postcards could be delivered between major cities within a day, creating a communication speed previously unimaginable.
For urban delivery, European cities developed even more innovative systems. Perhaps most remarkable were the pneumatic tube networks installed in several European capitals. Paris launched its “Pneumatique” in 1866, Vienna’s “Rohrpost” began in 1875, and Berlin built an extensive pneumatic network from 1865. These systems used compressed air pressure to propel cylindrical containers through networks of tubes. The carriers could hold several postcards or letters and traveled at speeds up to 35 kilometers per hour. Paris eventually developed a pneumatic tube network extending 467 kilometers, allowing for delivery times of under 30 minutes across the city. A morning postcard could receive an afternoon reply—creating a nearly conversational pace of written communication.
The United States faced different geographical challenges. The vast distances between population centers meant that the same-day delivery common in Europe was impossible between major cities. Nevertheless, the American postal system developed impressive efficiency given these constraints.
The U.S. Railway Mail Service, officially established in 1869, became the backbone of American mail delivery. By 1900, more than 9,000 railway postal clerks were sorting mail on trains covering more than 175,000 miles of routes. While European countries measured mail routes in hundreds of miles, American routes stretched thousands of miles across the continent.
American cities also experimented with pneumatic tube systems, though they were less extensive than European counterparts. New York City’s system, operating from 1897 to 1953, eventually covered 27 miles with tubes connecting post offices in Manhattan and Brooklyn. At its peak, it transported 95,000 letters per day, or about 30% of all first-class mail in the city.
Within cities, frequent delivery became the norm. By 1900, many American urban areas offered at least four daily mail deliveries, with some business districts receiving up to seven deliveries per day. This made postcards a practical means of daily communication within city limits, much as they were in Europe.
The efficiency and economy of postcards made them ideal for routine business communications. Companies developed pre-printed postcards for order acknowledgments, shipping notifications, payment reminders, meeting confirmations, service calls, and appointment reminders. These standardized communications reduced clerical costs while providing a paper trail of business interactions. The divided back format was particularly valuable for business purposes, allowing for both a standardized message and customized details.
Perhaps no industry benefited more from postcards than tourism. Hotels, resorts, transportation companies, and local chambers of commerce all commissioned postcards that served as both souvenirs and advertisements. Visitor bureaus coordinated with publishers to ensure their destinations were well-represented in the marketplace. The economic impact was substantial—a scenic view postcard might cost a penny to produce, sell for a nickel, and generate hundreds of dollars in tourism revenue by inspiring visits. This multiplication effect made postcards perhaps the most cost-effective tourism marketing tool ever devised.
On the personal side, postcards fulfilled a spectrum of communication needs. In an era when the telephone was still a luxury and telegrams were expensive, postcards filled the gap between costly immediate communication and slower formal letters. Their affordability and efficiency made them ideal for routine messages. At half the postage rate of letters in many countries, postcards democratized written communication for working-class people who might otherwise limit correspondence due to cost. The postcard’s format encouraged brevity—a perfect medium for quick notes without the formality or length expected in a letter. In urban centers with multiple daily mail deliveries, postcards functioned almost like text messages, allowing people to make arrangements within hours.
Sending postcards from vacation destinations served as tangible proof of travel experiences. “Wish you were here” cards from resorts or tourist locations signaled social status and mobility. Recipients often displayed postcards on special racks or in parlor albums, using them as affordable decorative elements and evidence of their social connections. For people who rarely traveled, receiving postcards provided authentic glimpses of distant places through real photographs rather than artistic interpretations.
Perhaps most significantly for historical purposes, postcards—especially RPPCs—documented aspects of community life that would otherwise have gone unrecorded. Local events, buildings, streetscapes, and everyday activities were captured on postcards, creating a visual record of ordinary life at the turn of the century that has proven invaluable to historians. When natural disasters or significant events occurred, local photographers would quickly produce RPPCs documenting the situation. These cards spread visual news of floods, fires, celebrations, or notable visitors throughout the region, serving an early photojournalistic function.
While American postcard production initially lagged behind Europe in quality, US companies excelled at entrepreneurial adaptation. When the 1909 Payne-Aldrich Tariff Act increased import duties on foreign postcards, American firms rapidly expanded domestic production capabilities. When World War I cut off European imports entirely, American manufacturers stepped into the gap, developing new techniques and styles.
Behind every seemingly simple postcard lies a complex history of industrial innovation, international cooperation, and social transformation—a paper-based predecessor to the digital networks that connect us today.
The Golden Age of postcards waned after World War I due to disruption of European production centers, rising postal rates, the growing popularity of telephones, and the emergence of new forms of mass media.
The era when postcards emerged was a crucial moment when ordinary people gained access to new visual communication tools. The democratization of image sharing pioneered by postcards foreshadowed later developments in visual communication. This visual history reminds us, from personal photographs to social media posts, the impulse to share visual snippets of our lives is a constant across time.
Vintage floral postcards—with golden backgrounds, symbolic flowers, and heartfelt messages—were a sophisticated social currency that connected people across distances.
At the intersection of the Victorian and Edwardian eras, the humble postcard emerged as a powerful medium for small aesthetic pleasures and meaningful social exchange. These postcards tell a story of artistic development and printing innovation, and how ordinary people wove beauty into the fabric of everyday communication.
One card in this selection features pristine white lilies and fern fronds against a luminous gold background. The lilies—rendered in striking detail with their trumpet-shaped blooms and distinctive stamens—create dramatic contrast against the warm gold, the iridescent ink catching light as the recipient tilted the card in their hands. An elegant blessing accompanies the illustration.
“No thorn beset the path you tread, No shadows glance upon your way, But flowers spring beneath your feet, And sunshine crown your every day.”
These cards encapsulate a pivotal moment in design history—the transition from Victorian to Edwardian sensibilities. The Victorian era (1837-1901) embraced ornamentation, sentiment, and symbolic complexity. Every element carried meaning: white lilies represented purity and virtue; ferns symbolized sincerity and shelter; the gold background evoked trust and value. These layers of meaning reflected the Victorian preoccupation with moral improvement through beauty, a philosophy championed by influential figures like John Ruskin and William Morris.
As Queen Victoria’s reign ended and Edward VII took the throne (1901-1910), aesthetic preferences gradually shifted. The new Edwardian sensibility maintained Victorian symbolic richness but introduced more restrained layouts with increased white space and cleaner compositions. This particular card, with its strategic emptiness and focused arrangement, demonstrates this evolution. The gold field creates breathing room that earlier Victorian designs would have filled with additional decorative elements.
The technology behind these gold backgrounds represented industrial innovation. Using metallic powders and varnish printed in the desired pattern, these effects made previously elite decorative elements available to middle-class consumers. During the Industrial Revolution, technical advancements in printing had transformed what was once painstaking handwork into mechanized production. German printers in particular had mastered these techniques, producing cards with exceptional color registration and metallic effects that remained unmatched until their trade was disrupted by World War I.
Other sophisticated production methods like embossing—creating raised areas that added tactile pleasure to the visual experience—required specialized equipment and expertise. Metal dies created by skilled engravers would press the design into the card after printing was complete. The visual effect was enhanced by different dimensions, making these technically perfect cards a testament to industrial craftsmanship.
Gold’s association with luxury stemmed from both its intrinsic properties and historical significance. The aptly named Gilded Age celebrated opulence, with gold becoming a visual shorthand across design disciplines. International Expositions like the 1900 Paris Exposition showcased luxury goods incorporating gold elements, popularizing these aesthetics globally. Archaeological discoveries in Egypt renewed interest in gold in design, while the Ballets Russes featured costume and set designs by artists like Léon Bakst who used vibrant colors and gold accents.
A striking card in the next selection features white and red striped “peppermint” carnations against a gold background. The distinctive white petals dramatically streaked with vibrant red markings create bold visual contrast against the metallic wash. Three perfectly rendered blooms cluster together on dark stems, with bright green sword-like leaves framing the arrangement. The word “Carnations” appears in red script in the upper right corner, identifying the botanical subject with elegant simplicity.
This stark compositional approach—focusing entirely on the botanical subject against a uniform background—represents a more modern, stripped-down aesthetic that emerged in the early 1900s. While maintaining the Victorian fascination with floral symbolism, these designs eliminate extraneous decorative elements in favor of dramatic contrast and botanical precision. This shift toward simplification prefigured design trends that would gain momentum in the following decades, showing how postcard aesthetics tracked broader movements in visual culture.
The symbolism remained rich: striped carnations carried specific meaning in the Victorian language of flowers, often representing regret that a sentiment could not be shared or a refusal/inability to accept someone’s affection. This sophisticated “language of flowers” had become codified in popular Victorian publications like Kate Greenaway’s “Language of Flowers” (1884), ensuring that recipients would understand these botanical messages. The high contrast between the red-streaked white blooms and the gold background created a visual drama that emphasized the emotional complexity carnations represented.
During this period, social practices around correspondence were evolving. The penny post, established in Britain in 1840 and adopted with variations throughout Europe and America, had revolutionized communication by making it affordable across social classes. What was once an expensive privilege became commonplace, leading to a boom in correspondence. The “Golden Age of Postcards” (approximately 1898-1918) coincided with changing postal regulations that allowed privately printed cards and preceded the widespread adoption of telephones. During this period, billions of postcards circulated globally.
The next group of cards represents another technological leap—an early photograph of light pink roses on a background of actual linen. The physical texture of the rough weave contrasts with the delicate subject matter—an open rose and two buds captured a new reality that only photography could provide. This mixed-media approach demonstrates how artists continued to experiment with both visual and tactile experiences.
The Victorian and Edwardian periods witnessed remarkable developments in image reproduction. Traditional chromolithography—where each color required a separate stone or plate—was being supplemented by photographic techniques. These innovations allowed the faithful reproduction of reality rather than artistic interpretation, though both approaches coexisted during this transitional period. The textures and images of this card created an interesting interplay between the natural subject and the material substrate, engaging multiple senses simultaneously.
Rose symbolism operated on a similarly subtle gradient. In Victorian floral language, the exact shade of a rose communicated specific intentions: light pink roses signified admiration and grace—appropriate for relationships in earlier stages or those requiring emotional restraint. Medium pink suggested appreciation, while deeper crimson conveyed self-conscious beauty and passionate love. This color gradient functioned as a sophisticated social shorthand, with increasing saturation indicating increasing emotional intensity.
This coding system proved particularly valuable in an era when direct expressions of emotion were constrained by elaborate social conventions. Etiquette books like those published by Emily Post outlined proper behavior in minute detail, including appropriate subjects for correspondence and proper forms of address. Against this background of social restriction, postcards offered a safe channel for emotional expression. The carefully chosen rose color allowed for communication that could either be acknowledged or tactfully ignored, providing a social safety mechanism for expressing feelings that might be improper to state directly.
For Victorian and Edwardian women especially, whose social freedom was often limited, postcard exchange offered acceptable connection. Young women could receive cards from admirers without compromising propriety, as the public nature of postcards (visible to postal workers and potentially family members) ensured messages remained discreet. This “public privacy” created a unique social space where relationships could develop within accepted boundaries.
The final featured card offers yellow roses against a silver background, that creates a cooler, more modern luminosity. The yellow blooms—rendered with botanical precision—grow naturally on their stems, emphasizing an organic composition that represents changing sensibilities as the Edwardian era progressed toward what would become Art Deco and modernism.
While Victorian design had favored warm, rich gold tones suggestive of historical richness, the newer aesthetic embraced clarity, brightness, and forward-looking optimism. Yellow—the color of sunshine and vitality—symbolized friendship and joy rather than romantic love, expanding the emotional palette of postcard communication.
These changes in design paralleled broader social transformations. The early 20th century witnessed significant shifts in social mobility, women’s roles, and technological adoption. The rise of department stores democratized consumption of decorative goods, while increasing literacy rates expanded the audience for visual and textual communication. The suffragette movement gained momentum, challenging Victorian gender restrictions. These postcards, with their evolving aesthetics, tracked these social changes in material form.
Technology continued advancing as well. The integration of photography with traditional printing techniques created hybrid visual forms. German printers had pioneered many of these innovations before World War I. American and British printers subsequently developed their own techniques.
The social function of these postcards remained central to everyday life. In major cities, postal deliveries occurred multiple times daily—sometimes up to 12 deliveries in London—creating a communication rhythm somewhat like today’s text messages. This frequent exchange helped maintain connections across the increasing distances created by urbanization and industrialization. As families dispersed geographically, these tangible tokens of remembrance became increasingly important.
Recipients collected their postcards in specialized albums that became objects for social sharing in parlors. These albums—elaborately decorated themselves—transformed private communication into a form of social performance. Visitors could be shown new additions, creating occasions for storytelling about relationships and experiences. A well-filled album demonstrated one’s social connections and cultural participation, serving as a physical social network long before digital versions existed.
These postcards survive as artifacts of a time when beauty was considered essential rather than superficial. The Victorian belief that exposure to beautiful things could elevate character and promote virtue gave postcard exchange deeper purpose beyond mere communication. They offered sensory richness—tactile embossing, visual color, and the symbolic associations of flowers—that counterbalanced the sometimes harsh realities of industrial urban environments.
Unlike earlier periods when beautiful objects were primarily reserved for the wealthy, mass-produced postcards allowed people across social classes to exchange and possess small works of art. This democratization of aesthetic experience represented a significant shift in how beauty was distributed socially. The contrast between the expense suggested by the gold backgrounds and elaborate printing and the actual affordability of the postcards was part of their appeal—beauty without extravagance, pleasure without guilt.
These simple beauties represent a unique cultural moment when industrial technology enhanced rather than replaced artistic sensibility, when mass production made aesthetic pleasure more accessible rather than less meaningful.
Their legacy invites us to reconsider how we might integrate beauty into our own communication practices. While we have gained immediacy in our digital exchanges, how might we also retain the sensory richness these physical exchanges provided—the anticipation of delivery, the tactile pleasure of holding a beautiful object, the visual delight of color and form, and the knowledge that someone selected this specific image with you in mind.
The Victorian and Edwardian postcard tradition suggests that communication is enhanced, when wrapped in layers of beauty, symbolism, and care—tangible gestures that engage not just the mind but the senses and the heart.
The circle is a shape and a solution. From the sun above to the atoms within, circular patterns hold sacred secrets for ourselves and society.
From the moment our ancestors gathered around campfires beneath the star-studded night sky, humanity has been captivated by circular forms. The sun and moon—those perfect celestial orbs—have guided our understanding of cycles, seasons, and the sacred geometries that shape our world. As our globe tilts and rotates through space, we return to the circle as a fundamental pattern, a shape that speaks to scientific understanding and spiritual intuition.
In nature, the circle demonstrates efficiency and strength. Consider the heliotropic motion of sunflowers, their faces tracking the sun across the sky, their seeds arranged in perfect spiral patterns. Deep within the earth’s core, circular motions generate magnetic fields, while occasional tremors ripple outward in concentric circles. At a microscopic level, the nucleus of each atom forms a dense center of energy, the foundation of nuclear physics and our modern understanding of matter itself.
Ancient cultures recognized the power of circular design. From the stone circles of Stonehenge to the round houses of indigenous peoples, circular architecture created spaces of communion and protection. These structures weren’t merely aesthetic choices—they were sophisticated responses to environmental forces, creating natural ventilation patterns and distributing structural loads evenly.
The Native American medicine wheel, the Buddhist mandala, and the Celtic spiral all speak to the circle’s role as an energy symbol, representing wholeness, unity, and the cyclical nature of existence, much like a gyroscope maintains stability through rotation.
Circular thinking extends to human organizations, too. Consider how people naturally gather in circles: from tribal councils to corporate roundtables, from community drum circles to academic seminar rooms. Social movements often begin with small circles of concerned citizens, expanding outward based on overlapping interests of place and purpose.
Underground music scenes, grassroots political groups, and mutual aid networks typically organize in decentralized circles, creating resilient structures that adapt and grow organically. Even in our digital age, social media platforms mimic circular patterns through circles of friends, spheres of influence, and interconnected networks.
Circles show up in team dynamics as well. Agile practitioners us “scrum circles” for project management, while “quality circles” in manufacturing bring workers together to solve problems collectively. Innovation hubs create intentional “innovation ecosystems” where ideas flow freely between participants who share offices, labs, and studios.
Circular principles also apply to how we organize our economic and social systems. The concept of a circular economy has emerged as a revolutionary approach to addressing environmental conservation. Unlike the traditional “take-make-waste” linear model, circular economics mirrors natural cycles where waste becomes a resource. In this system, products are designed for durability and reuse, materials flow in closed loops, and regenerative practices restore natural capital.
Architects like Frank Lloyd Wright incorporated organic architecture principles that emphasized circular and spiral forms. These structures don’t simply mimic nature; they function in harmony with it.
Civic design includes circular plazas, amphitheaters, and communal spaces that facilitate the natural human tendency to gather in rounds. These spaces often feature concentric circles of activity, from intimate inner gathering spaces to broader outer rings that welcome larger communities. Cities are networks of interconnected circular communities, each with its own center of gravity yet linked in ways that promote both local identity and broader urban cohesion.
Some neighborhoods are connected by circular transit systems—light rail loops that mirror (or transgress) the patterns of previous generations. These transportation networks are themselves powered by intricate electronics—microchip circuits that echo the larger orbital patterns they coordinate, ensuring trains run right on time.
The elegance of circular transportation extends beyond mechanized transit. Cities worldwide are rediscovering the bicycle—perhaps humanity’s most successful application of circular geometry to movement. Its wheels, gears, and chain drives demonstrate how nested circular systems amplify human power while minimizing energy loss. Bike-sharing programs create their own circular economies of movement, their docking stations arranged in rings throughout urban cores. These human-scaled transit networks reduce carbon emissions while strengthening community connections.
Digital platforms are evolving beyond simple virtual meeting rooms into immersive spaces that address pressing social challenges. Virtual and augmented reality technologies allow for mixed-reality circles where local communities can visualize, plan, and implement solutions to social issues in real time. For instance, AR overlays can reveal hidden resources within a community—from unused spaces for urban farming to underutilized buildings that could provide shelter. These technologies enable communities to map food deserts, build on existing distribution networks, and coordinate mutual aid efforts with greater precision than ever before.
The power of these tools lies in their ability to make needs and resources visible to more groups, and in greater visual detail. VR environments allow stakeholders to experience and refine potential solutions before implementation, while AR applications help coordinate real-world action. For example, some cities are experimenting with AR-enabled resource rings that connect those with excess (food, supplies, space) to those with needs and uses through intuitive visual interfaces. These systems help transform abstract social challenges into tangible solutions at the neighborhood level.
What makes these digital circles particularly powerful is their ability to collapse the distance between awareness and action. When a community sees problems and potential solutions mapped in their shared space, it becomes easier to make connections, mobilize resources, and coordinate responses. These tools don’t solve social challenges on their own, but they provide communities with powerful new ways to see, understand, and address local needs through coordinated circular action.
The circle’s power to unite and connect is perhaps best illustrated in the simple Venn diagram, where overlapping spheres reveal relationships and shared qualities. This mathematical tool reflects a deeper truth: that circles have the unique ability to represent both unity and multiplicity, the one and the many. Whether we look to the perfect geometry of a soap bubble, the ripples from a stone dropped in still water, or the orbits of electrons around their atomic center, we find that circular form and motion are fundamental to the universe’s operation.
As we face global challenges that require holistic thinking and unified action, the circle offers wisdom accumulated over millennia. It reminds us that everything is connected, that endings lead to beginnings, and that the most sustainable solutions often mirror the patterns we find in nature.
In embracing circular thinking and design, we honor both our ancestral wisdom and our future potential. The sky and wind above is a powerful reminder of the warm glow and flow inside. Turning (and churning) teaches us about the true nature of our universe and our place within it. The sacred sun and moon continue their ancient dance across the sky, inviting us to see ourselves as part of this grand design—not just observers of it, but active participants in its unfolding story.
The Posted Past 