Posters are essential marketing tools for all types of business. It takes both creativity and skill to put together clever wording and striking images to make a compelling layout. Aside from being promotional items, posters are also a form of art. What does it take for a simple group of words and pictures to become something that elicits an emotional response?
In this article, we’ll discuss the individual elements that make a poster design go from good to great. Here are the three basic principles to help your business stand out with an effective poster design:
1. An effective poster design carries a message.
Brilliant posters are not abstract paintings. They should start with a message, whether it’s to inform, inspire, or persuade your audience. This concept should be clearly expressed by using elements such as fonts, colours, pictures, illustrations, or texts. With a clear and concise idea, the design will flow naturally.
Graphic artists should also learn to edit their work. With posters, a simple design is better. The most effective layouts are the ones that are focused and streamlined. Avoid layering too many elements that could make your message more confusing and less effective.
2. An effective poster design is optimized for readability
When creating your posters, always keep your readers in mind. You may want to use the latest, most creative font, but if your audience is not able to read it, then your message will have no purpose. Keep in mind that posters are meant to be seen from afar. Typically, font sizes should be between 24 to 48 points. Keep in mind that cursive and stylized fonts cause reading strain. If your poster is text-heavy, choose fonts that are simple and readable.
As for the elements included in your layout, group them in three primary layers: the headline, details, and extras. Your main text goes to the headline. It should be bold and striking to grab your audience’s attention and establish your message.
Your details should include all pertinent information; the what, why, where, who, and how of your message. If you’re inviting your audience to a warehouse sale, make sure that you put the date, address, website, and other data relevant to the event. Also, remember to keep it short and on point. As much as you want to include many elements, remember that less is more when it comes to poster design.
The last layer is for all the other extras. They shouldn’t matter as much as the details, but they should be included as well. Examples of these are sponsor logos, names of presenters, or disclaimers.
3. An effective poster design is creative but coherent
The basic structure of your poster design should flow coherently. First, focus on your headline. Then, direct your readers to the details. Arrange these elements logically so that they know how to digest everything they see at a glance. Using this framework, you can now incorporate creative liberties to the design. Depending on your message, you can go dramatic, fun, or serious by manipulating your design variables. These include your fonts, images, and colours.
A carefully designed poster catches your audience’s attention and drives potential sales to your company. With these design principles in mind, you can maximize the impact of your next ad campaign.
If you’re looking for high-quality printing services in London for your posters, get in touch with us today! We’re happy to help.
