A poster can be one of the most effective marketing tools you can use, but in order to maximize its impact, you need to make sure it stands out from the crowd!
Posters are usually placed strategically in areas where potential customers gather. Since these are often busy areas, you need to create a poster that will not only draw attention but will also literally stop people in their tracks. This task is not as daunting as it sounds, if you follow these four simple tips:
In order to create a visually pleasing, readable poster that stands out from the background, you need to remember the acronym KISS, which stands for Keep It Simple, Silly. If you are able to simplify your posters in all aspects (such as colour choices, font choices and imagery) while delivering a strong message, your ad will be noticed and remembered.
When you’re creating an eye-catching poster, visual contrast is one of the most effective design principles you can use to create attention. Colours, fonts and imagery should all be placed so the key items are prominent and bold. You also need to consider how the poster will appear against its background. Try designing it to stand out from the rest of the posters in the area. Also, make sure your poster can be easily read from a distance. Learn more about how distance, visibility and contrast affect your message in this article we published a few weeks ago.
Use fonts judiciously. Beginning designers often get excited by the huge variety of available fonts, but your poster will soon be difficult to read if you rely too much on intricate or flamboyant typefaces. If you want to use a creative font, try designing the main header with it and use more traditional fonts for the rest of the poster. Again, you need to remember to use the principle of contrast. Plenty of white space, bold headings and colours that stand out will increase the readability of your poster. The main thing to remember is to be conservative. A poster that’s crammed with too much information, a jumble of fonts or a rainbow of colours will lose impact and readability.
An effective promotional poster should have eye-catching imagery that is appealing to your target audience. Don’t be afraid to go big and bold, but remember that simple images tend to work best. If you choose to use colour imagery, the design tenets discussed above, like KISS and visual contrast, need to be considered in order to create effective artwork. Large photographs or illustrations are also a good choice.
Creating a poster that stands out is about A/B testing. Don’t be afraid to go through several designs with a test group. If you’re still not sure where to start, take an afternoon to walk around and look at posters in your area. If you note the features of the professional-looking posters that catch your eye and follow the tips above, you’ll be well on your way to creating great-looking and effective posters!
What posters draw your attention?
Brittany Giles is the Social Media Specialist at The Printing House.