Like brochures, flyers, postcards and business cards, posters are one of the highly efficient communication tools being used nowadays. Owing to their ability to be accessible to greater masses of people, posters are part of the street semiotics since their inception. Although, the world is pacing towards new and more advanced mediums of communication, however the importance of posters cannot be undermined.
Posters are designed to communicate a message and to cause great impact on the onlooker, however, this too is a fact that neither a passersby nor a driver will stop to read them and consume the message being conveyed. So in order to make the posters more communicating, they should be precise regarding the message, colors and the elements being used to convey it. Much like designing printed business cards, once you learn the tricks of the trade you’ll be designing posters with ease.
Following are some tips to design a call-to-action and well-balanced poster that will work as a key marketing element conveying an unforgettable message immediately.
The Company, the Audience and the Competition
While designing a poster, the most important element to be considered is the message. The designer should understand the only reason of putting up a poster is to convey the message ahead. Constitute the message of your poster by considering three things, the attributed of the company or the client who is sending the message, the targeted audience to whom the message is being conveyed and the competitors from which one has to create a differentiation in the message. So, in order to ensure an effective communication, it is necessary to take account of the giver and the receiver of this message.
Originality and Differentiation
Like every other communication tool, posters are mean to be original and creative so that the message being conveyed hits the target audience well and stays in their minds for a longer period of time. Also, originality automatically leads to differentiation as there are millions of posters being made in the world on daily basis. So in order to create differentiation and effective communication, develop creativity in the message being conveyed through the poster. The conceptual idea and the poster aesthetic should be unique and recognizable among the visual pollution. Only then it will create a re-call among the masses.
Compatibility between Message and Aesthetics
Aesthetics of the poster matter a lot, as the contact of the target audience is very limited with the message. Therefore, while designing a poster, it is necessary to find the most appropriate aesthetic for the products or services or the company as a whole, whose message is being advertised through the poster. For instance, if the product or revolves around a serious and decent message, you cannot put funky images or highly colorful layout for the poster.
For the audience to recognize the product presented, the design should follow certain structures. Also, too much indirect graphics can lead to message distortion. So it is important for the designer to decide as how much the innovative style will influence on the poster and help its message get across.
Careful Color Usage
Colors are a very important element when it comes to designing any communication material. Same goes for the posters, where colors play a vital role in attracting the audience and retaining their interest in consuming the given information. It is important for the designers to balance and evaluate the amount of colors that will be used in the design, taking into consideration the message that is being conveyed and the company or client who is being advertised through this poster and ofcourse, the targeted audience. The number of colors being used is far important than the way it is used. Sometimes using four colors is effective; however, in some cases one or two colors may also have a great impact on the viewer.
Develop Information Hierarchies
When it comes to designing a poster, placing right information the right way is very important. The information on the poster should be in the ‘inverted pyramid’ model i.e. starting with most important information and go down to lesser important details. Information overload is not at all advised as it will spoil the message, confuse the reader and leave a blank-mined viewer.
A posters should be designed with different information hierarchies and the reading levels should be well defined in the space available, in order to accomplish the proper communication of a message. Otherwise, the very element you want to highlight in the poster will not stand out from the others.
The Emotional Element
Among all the appeals used in advertising to attract the audience, emotional appeal has its greater impact. So, in order to cash the limited time of viewer and put your message through, your poster design should have at least some emotional element in it. The emotional impact it will have on the different individuals is an important element to motivate a call-to-action. However, one should be very careful in putting an emotional element in the poster’s design so that it does not prove to be counter-productive. Also, remember that different emotional elements appeal different segments of market. So, always keep the target market in consideration while creating a touch of emotional appeal in the poster design.
There are several parts of a poster design which, when put together in a proper composition create a joint impact. These elements are text, image, layout, color and miscellany. The location or composition of the different sections of information and the other elements that the poster comprises is very important for effective communication through the poster. The joint effect and influence that the elements will have is directly connected to their position in the poster and in relation to the other elements.
Tips for Designing Posters According to the Placement
As mentioned earlier, designing a poster depends on the sender, receiver and the competitors in the market. However, there is another thing to keep in mind while designing a poster i.e. the location where you want to deploy or place this poster. Here I would like to give you a few tips on poster designing that is specific to its deployment locations, so that when you design your next poster, it becomes easy for you to adapt your poster design in any area you want and make them a success.
For High Traffic Areas
When you are designing a poster to be deployed at high traffic areas, it is best to be as attractive and noticeable as possible. Basically, in high traffic areas, your poster is competing with the reader’s attention and that’s why it is always good to have large sized and full color posters when you are targeting these high traffic locations. The bigger and more colorful they are, the better your impact and presence will be. So for designing a poster for high traffic areas, make sure that you adjust the size as well as make the design as impressive as possible.
For In-Store Branding
While designing a poster for in-store windows and walls, the general rule is to have a decorative, appealing design and it should be in line with the current theme of the store. It is not appropriate to design a poster that does not go with the product line of the store. Also, a store is a place with busy walls, so make sure you try to create a design that looks unique and decorative while being in the current look and feel of the place of deployment.
For Post Boards
When it comes to designing posters for post boards or bulletin boards, the best thing is to focus on your distinct and originality in design. Basically, on a typical post board, there are many other related materials, and so, you will need to stand out among all these. For poster placement on post boards or bulletin boards, you do not have to print large images and font sizes, as mentioned above for high traffic areas. A standard size with colors and images that are very different and very much eye-catching from the board posts will be ideal to make your promotions better advertised.
For Public Places
For designing posters which are aimed to be deployed at public gathering places, you will need a combination of important design elements for your posters to be effective. For instance, placing a poster at spots stadium, performance hall or public parks require larger and more readable fonts, simpler text, attractive graphics and a highly colorful layout. Simplicity in design is also one thing to remember while designing posters for public places.
Here it ends. I hope that next time when you are designing a poster for some client, you keep the aforementioned tips in consideration and design the best and most effective posters of all times!