At Print Ready, we’ve honed our expertise in poster design over years of working with diverse businesses. We’ve learned that whilst trends may come and go, certain principles remain crucial for creating posters that truly captivate.
Here’s our in-depth guide to crafting posters that not only look brilliant but also deliver results.
Every impactful poster begins with a clear objective. When we start a new project, our first step is always to identify the poster’s primary goal. Is it to promote a sale, announce an event, or raise awareness about an issue? This purpose becomes the guiding star for all subsequent design decisions.
Understanding the target audience is equally vital. We delve deep into demographic considerations, as different groups respond to design elements in unique ways. A poster aimed at young professionals might employ a different visual language than one targeting families or retirees. By aligning the design with the audience’s preferences and expectations, we ensure the message resonates effectively.
We also consider the viewing context. A poster designed for close-up viewing in a shop window will differ significantly from one meant to be seen from a moving vehicle. These factors influence everything from font size to colour choices.
Create a Strong Visual Hierarchy
In the world of poster design, visual hierarchy reigns supreme. It’s about guiding the viewer’s eye through the information in a deliberate, meaningful sequence. We use a combination of size, colour, contrast, and placement to create this hierarchy.
The most critical information should be immediately noticeable, even from a distance. This might be a bold headline, a striking image, or a key piece of information like an event date or price. Secondary information can be smaller but should still be easily readable at the intended viewing distance.
We often employ the ‘squint test’ – if you squint at the poster, the most important elements should still stand out. This ensures that even if someone only glances at the poster for a moment, they’ll grasp the key message.
Use High-Quality Visuals
The calibre of images and graphics can make or break a poster’s impact. We always advocate for high-resolution images and professionally designed graphics. Pixelated or blurry images can undermine the credibility of the entire message.
But it’s not just about technical quality. Every visual element should contribute to the overall message of the poster. We encourage our clients to choose images that evoke the right emotions and reinforce the poster’s purpose. Sometimes, a single powerful image can convey a message more effectively than paragraphs of text.
We also consider the interplay between text and visuals. The best posters strike a balance, using images to draw the eye and text to convey specific information. Often, we find that an intriguing image can pique interest, while well-crafted text seals the deal.
Choose Colours Strategically
Colour is a powerful communication tool in poster design. We consider colour psychology in every design we create, understanding that different hues can evoke specific emotions and associations. For instance, blue often conveys trust and professionalism, while red can signify excitement or urgency.
Brand consistency is another crucial factor in colour selection. We work to ensure that the poster’s colour scheme aligns with the client’s broader brand identity. This consistency helps reinforce brand recognition and builds a cohesive visual identity across different marketing materials.
The interaction between colours is also vital, particularly for readability and visual impact. We pay close attention to colour contrast, especially between text and background. High contrast ensures that the message remains clear and legible, even when viewed quickly or from a distance.
We also consider the printing process when selecting colours. Some hues can be challenging to reproduce accurately in print, so we use our expertise to choose colours that will look vibrant and true on the final printed poster.
Select Appropriate Typography
Typography plays a pivotal role in poster design. It’s not just about what the text says, but how it looks and feels. We typically recommend using no more than two or three font types per poster to maintain visual coherence.
The choice of fonts should align with the brand personality and the poster’s purpose. A playful, rounded font might be perfect for a children’s event poster, while a sleek, modern typeface could be ideal for a tech product launch.
Readability is paramount in typography selection. We consider factors like font size, line spacing, and kerning to ensure that text is easily legible at the intended viewing distance. For large-format posters, we often create mock-ups and view them from various distances to fine-tune the typography.
We also pay attention to the hierarchy within the text itself. Headlines, subheadings, body text, and call-to-action elements should be visually distinct, guiding the reader through the information logically.
Utilise White Space Effectively
White space, also known as negative space, is a critical design element that’s often overlooked. It’s not just empty space; it’s a powerful tool for balancing the design, making key information stand out, and improving overall readability.
We often find that less cluttered designs are more effective at conveying their message. White space gives the eye a place to rest and can actually make the poster more inviting to read. It can also be used strategically to draw attention to specific elements of the design.
In our experience, many clients initially want to fill every inch of the poster with information. We work to educate them on the value of white space, showing how a more spacious layout can actually enhance the impact of their message.
Ensure Print-Ready Designs
The transition from digital design to printed poster requires meticulous attention to technical details. We have a comprehensive pre-print checklist that includes verifying correct colour modes (typically CMYK for print), ensuring appropriate resolution (usually 300 DPI for posters), and checking for proper bleed and safe zones.
The choice of printing surface can significantly impact the final look of the poster. We discuss paper options with our clients, considering factors like texture, weight, and finish. A glossy finish might make colours pop but can be reflective under certain lighting, while a matte finish might be more subdued but easier to read in bright environments.
For large-format posters, we pay extra attention to how the design scales. Elements that look fine on a computer screen might not work as well when blown up to poster size. We often create scaled proofs to ensure that the design remains effective at its intended size.
Do you have a question or need advice about print and design? Call into our shop on Glasnevin Avenue, email hello@printready.ie or call (01) 858 1000 – we will be delighted to help!