- first popularized in 1920's
- De Stijl art movement--early 20th century Netherlands, primary colors and simple shapes
- architecture--van der Rohe, post-WWII, open space and modern materials
- traditional Japanese design--simplicity, clean lines and forms, functionality
- reactions against abstract art, expressionism, and Victorian ornateness
- in product engineering: aesthetics, durability, user-friendliness