Poster Design

Strengths of a Poster
1. Efforts and Communication

Poster requires minimum effort on the part of the viewer to understand the conveyed message. It
has a brief message and striking visuals which need less words and make the message easier to be
understood.

2. Unit cost

Poster is generally reproduced on a mass scale and this is why the relative cost is low. They are
printed on one side and the other side is blank for pasting.

This can be done on any quality of paper and because of this paper is the biggest cost factor in
poster printing. It can increase or decrease the cost of printing

3. Versatility

Posters are versatile for a number of reasons. One, their sizes can change from flyers to billboards.
Two, they can be printed in thousands or in a limited number. Three, they can be used for selective
audiences and exhibitions. Lastly, they can be displayed in public or at a point of purchase to carry
out a message.

4. Creativity

The scope of creativity in posters is immense because it allows the designer to use the colours,
visuals and graphics as per their understanding of an idea/product. Since it is about effective
communication in less words and simplicity, an effective poster is usually creative

5. Reach

Communication through posters is unique because the people on the move can even be affected
with the message conveyed through an effective, creative poster.

6. Exposure

Different people may come across a poster multiple times through a day. However the upper limit is
a day.

Validity of a poster's ability to convey the desired message is generally limited to 24 hours
 Limitations of a Poster
 No selectivity

Poster thrives on mass communication and hence it is displayed in the public. By the same virtue, it
is not possible to have a dedicated demographic audience that only interacts with the poster. We
have no control over this. Target audience sees the poster but general audience sees it as well.

 Content

Effective posters usually try to speak visually instead of text. This is why content is usually limited in
posters.

A short message that must be Read is not as effective as one that needs to be seen. This also makes
it difficult to measure the impact of the poster

 Limited lifespan

There are two aspects to this. Posters are displayed in open physical environment which can be
affected by nature such as rain, wind, hurricane etc. On the other hand, people can also come and
destroy a poster.

 Absolute cost is high

Although relative cost per unit is low, a poster is only effective if it is printed in large numbers and
then put out for display because repetition is the key here. In order to execute this, logistical
resources in terms of financial help are also required. Hence, the overall absolute cost associated
with the poster increases.

Rules for Poster Design

1. Minimum design elements

Effective communication through posters requires less design elements. The idea is to speak more
visually instead of putting a lot of elements together. This enhances the visual quality of a poster and
makes it easier to recognise the idea for the common man.

2. Maximum visual impact

The photograph used in a poster is the key and it should be recognisable from a distance. In order to
provide effective communication this can be done by treating a photograph in different ways such as
hand drawn illustrations, silhouettes, abstract photographs, distortion, change in the size of the
photograph, etc.

The main focus of a poster is to communicate message to illiterate as well as a literate part of the
society even if it is meant for advertising or a social message.

3. All elements are one unit

The visual and caption of the poster cannot be separately treated. Similarly all elements of a poster
should be designed as one unit because unlike other designs which draw focus towards one object
or one design element, the poster requires the entire design to affect the mind of The reader as a
one visually unit trying to display a message.

Unity and harmony take precedence over other principles here.

4. Using color at its best

While designing a poster, designer should make good use of different values of colours to make an
effectives design.

The background colour is used to highlight the information bearing elements of the poster.

Therefore softer or lighter colours are generally used in the background but we can also break this
notion by using a dark background colour that accommodate still lighter colours which have
information messages

It is important to think about the audience preferences and psychology while using colours. Refer to
the colour wheel as well as the psychological connotations associated with different shades, hue and
Chroma of single colour.

Colours for a poster should be selected on the basis of their association with the product
environment lifestyle or the theme that they desire to communicate.

Steps of Poster Designing

- Demography of audience

- Psychography of audience

- Communication objectives

- Mechanical limitations like size, printing process, colors, etc.

- List captions that explain the visual, focus on recall value and keep the idea interesting

- Make multiple thumbnail sketches and prepare alternative layouts. Poster needs to be visually
beautiful and functional in communication at the same time

- Make a working rough on 1/4th size of the actual poster to show tto the client. This is when the
other side gives their inputs and suggests changes.

- Always ask the client to view the poster design from a distance. You will not interact with it on your
mobile, but on a wall. The distance is important.

- Select the printing process carefully and ensure your design elements are aligned with them at all
times.