Like brochures, flyers, postcards and business cards, posters are one of the highly efficient communicationtools 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 advancedmediums 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 isbeing 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.