The Vignette
An Effective and Evocative Case Study
Whether you are familiar with the phrase vignette likely depends on where you live and where you work. The term was originally coined to mean “little vine” but has since been leveraged across several creative industries. Wikipedia lists nearly a dozen uses though not all appear relevant.
Little Vines — Origin, History, and Color
Vignette has its origins in Old French where it means “little vine” or “little vineyard”. Today the term is sometimes used to categorize subdivisions of larger vineyards. It is in this early definition that the term gets its distinct terroir.
Unlike larger vineyards, vignettes are not just smaller but also more focused. They are most often limited to a single grape varietal and produce only a single type of wine. This provides a sense of closeness and craftsmanship that would be leveraged when the name was later given to other applications.
Focus and Optics — Effect
Beginning around 1751, a decorative design became popular that was also known as the vignette. The design featured a frame pattern created through the use of illustrated vines. It was first commonly used in books. While the name that was chosen probably had more to do with “little vines”, the creation of greater focus and craftsmanship should not be overlooked.
Over the next century, the term vignette would eventually extend from the decorative border to the picture it surrounded. Eventually, the vines were replaced by techniques like blurred edges. Later it would be employed in the creation of stamps.
Today, Europeans may recall the Vignette as a tag required for their vehicle as part of road tax schemes that began in France, but are now more common in Austria and Eastern Europe. While potentially an unfortunate turn for the vignette, this usage is just an extension of the evolution begun in the 1800's.
Case Studies -Evocative, Effective, and Colorful
Beginning in 1880 and still in use today, the term vignette was applied as a “literary sketch”. This practice was used to create short and evocative content focused on specific characters and people.
Today vignettes are often used in marketing to call out the customer story. They remain evocative, focused, and effective. They give the reader a sense of closeness and lean toward a more crafted or artistic presentation.
Language and history have a habit on intertwining. Definitions grow and evolve. All of this is quite apropos for the story of our “little vines”. The vignette has a lot of colorful history behind it. I hope that knowledge inspires the craftsman in you.
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For more information on the author visit his profile on LinkedIN — George Earl
