Bernhard adopted a new technique of drawing two large matchsticks on which he included the brand name at the top of the drawing in bold letters. Bernhard won the competition and since then took Plakatstil to a new level as businessmen were interested in adopting it in their advertising and promotion strategies (The Inquisition para2). The reason for this appreciation and adoption of Plakatstil came from the simplicity of the design adopted by Bernhard, which also contributed to moving away from the Art Nouveua style, which was fussy and decorative and had already started to lose vitality due to the transformations that took place in society , as well as the adoption of technology and new ways of doing things. The idea is that, unlike the fussy, decorative art that existed in Plakatstil's early days, it used colors and flat shapes to create a visual language that was easy to understand, meaning that in case companies used it to creating advertising posters, they were guaranteed that they would receive a positive response since the target market would easily understand the message on the poster and would therefore respond by purchasing the advertised product (Design is history par.3). The success Bernhard had allowed him to spread this new style throughout Germany, as it became the basis for the revolutionized commercial advertising before the Berlin event