Remember the distinct feel of thick cardstock arriving in the mail? The slight curve from its journey, the stamp often askew, a handwritten message squeezed into the available space, and, most importantly, the picture on the front – a window into another place, another time, another person’s brief moment. Long before instant messages and social media updates, the humble postcard was the primary way to send a quick, visual greeting across distances. It was tangible proof of travel, a miniature piece of art, and a personal note all rolled into one economical package.
The Dawn of the Picture Greeting
While precursors existed, like illustrated envelopes or small printed cards, the postcard as we generally know it took official flight in the latter half of the 19th century. The concept of a pre-stamped, open piece of mail for brief messages gained traction for its efficiency and low cost. Austria-Hungary is widely credited with issuing the first official postcard, the Correspondenz-Karte, in October 1869, following a proposal by Dr. Emanuel Herrmann. These initial cards were plain, lacking any images, purely functional for transmitting short messages without the perceived formality or privacy need of a sealed letter. The idea quickly caught on, spreading across Europe and eventually to the United States.
Initially, regulations often restricted messages to one side, leaving the other solely for the address. This meant early illustrated cards, which began appearing shortly after the plain ones, often had very small images tucked into corners or borders, leaving maximum space for writing. It wasn’t until the early 20th century that the “divided back” design became commonplace internationally, allowing for the address on the right half and a message on the left half of the back side. This crucial change freed the entire front of the postcard for imagery, unleashing a torrent of creativity and visual communication.
The first government-issued postcards debuted in the Austro-Hungarian Empire on October 1, 1869. Championed by Dr. Emanuel Herrmann, these early “Correspondenz-Karte” were simple, unillustrated cards designed for brief, inexpensive communication. Their immediate popularity paved the way for the postcard phenomenon that would soon sweep the globe.
The Golden Age of Postcards
The period roughly from the 1890s through to the start of World War I is often referred to as the “Golden Age of Postcards.” Several factors converged to make this happen. Firstly, printing technology, particularly chromolithography, advanced significantly, allowing for vibrant, mass-produced colour images at relatively low cost. Secondly, travel became more accessible to the middle classes with the expansion of railways and steamships. Thirdly, postage rates for postcards were typically lower than for letters, making them an affordable way to stay in touch.
Millions upon millions of postcards crisscrossed the globe during this era. They became a collecting craze, with people filling elaborate albums. Post offices struggled to keep up with the volume, sometimes delivering mail multiple times a day. The images captured everything imaginable, transforming the postcard from a mere messaging tool into a visual record of the world.
A World in Miniature: Popular Imagery
The subjects depicted on Golden Age postcards were incredibly diverse, reflecting the interests and aesthetics of the time. Some key categories dominated:
- Landmarks and City Views: Perhaps the most enduring postcard trope. Images of famous buildings (Eiffel Tower, Parliament Buildings, local town halls), bustling street scenes, grand hotels, and newly built bridges were immensely popular. They served as proof of having “been there.”
- Scenic Beauties: Natural wonders, from majestic mountains and waterfalls to serene lakesides and coastal vistas, offered recipients a glimpse of landscapes far from home. These often featured romanticised, painterly styles.
- Transportation: The marvels of modern transport – towering ocean liners, powerful locomotives, early automobiles, and even nascent aircraft – were frequent subjects, celebrating progress and speed.
- People and Portraits: Glamorous actresses, military figures, ethnographic portraits of people from distant lands (often viewed through a colonial lens), and depictions of daily life or local costumes were common.
- Humor and Novelty: Comic illustrations, exaggerated situations, anthropomorphic animals, and greeting cards with specific themes (birthdays, holidays like Christmas and Easter) added levity and occasion-specific uses. Elaborate designs featuring glitter, embossing, or even small fabric attachments appeared.
- Events and Disasters: Postcards sometimes documented significant events, like world fairs, coronations, or unfortunately, the aftermath of fires, floods, or other disasters, serving as a form of early photojournalism.
More Than Just a Pretty Picture
Looking back, these postcards are far more than simple souvenirs. They are invaluable historical documents. The images capture architecture that may no longer exist, fashions that have long faded, and social norms that have evolved. Street scenes provide glimpses into the transportation, commerce, and daily rhythm of life in cities and towns over a century ago. Even the messages scrawled on the back, though often brief, offer insights into personal lives, travel experiences, and common concerns of the day.
The evolution of the postcard image itself reflects changes in printing technology and photographic techniques. Early cards often used engravings or lithographs, sometimes hand-tinted. The rise of photography led to black-and-white photographic postcards, which were sometimes later coloured by hand or through printing processes, leading to the distinctive, slightly unreal look of many early 20th-century colour cards. Real photo postcards (RPPCs), actual photographic prints made onto postcard stock, became popular, offering sharper detail and a sense of immediacy.
The Enduring Appeal in a Digital World
Undeniably, the advent of the telephone, affordable air travel, email, and finally the internet and social media drastically reduced the necessity of the postcard as a primary means of quick communication. Why wait days for a card when you can send a photo and message instantly from your phone? Yet, the postcard hasn’t entirely disappeared. It persists, occupying a niche but cherished space.
There’s a deliberate quality to choosing, writing, and sending a postcard that transcends the ephemeral nature of digital messages. It requires effort – finding the right card, composing a concise message by hand, buying a stamp, locating a mailbox. This effort communicates care and thoughtfulness to the recipient. The physical object itself – the image chosen, the sender’s handwriting, the postmark telling its own story of transit – carries a weight and permanence that a text message or email lacks. For travellers, it remains a classic souvenir; for others, it’s a way to send a tangible piece of art or a unique greeting.
Furthermore, postcard collecting, known as deltiology, remains a popular hobby. Collectors seek out rare cards, specific artists or publishers, particular subject matters, or postmarks from unusual locations. These collections form fascinating visual archives, preserving snippets of social, cultural, and technological history one small rectangle at a time.
So, the next time you’re on a trip or see a rack of postcards, consider picking one up. Think about the century-long tradition you’re tapping into. Sending a postcard is sending more than just a greeting; it’s sending a tangible piece of place and time, a small artifact carrying a personal touch across the miles – a tradition that still holds a unique charm in our fast-paced, digital age.
