Best Practices for Designing Effective Posters
Written by Nemilou Despuez ● Published on October 10, 2024
Posters require design principles that are different from those used in small promotional materials like flyers, brochures, and postcards. After all, they are generally viewed from a distance and are meant to get the attention of people walking or strolling around.
In this article, 48HourPrint shares the best practices for designing posters to make them catchy, memorable, and most importantly, effective in delivering your message.
1. Consider the location.
The location where you’ll display the poster is one of the most critical factors to consider when choosing the size, content, and overall design and layout. For example, if you need to display it against a busy background, consider using a border around it to create a visual break, separating the poster from its surroundings.
Whether the poster is displayed indoors or outdoors will also influence your poster design and size.
2. Consider the type of material and finish.
Did you know that the lighting source—such as the natural light, dim light bulbs, strong artificial light from uncovered lamps—is one important factor that will determine the ideal type of poster paper and coating? For example, you may want to choose a matte finish for a text-laden poster that will be placed beneath a harsh light to minimize the glare.
By contrast, vibrant posters look great with a glossy finish, especially if you hang them directly on a wall.
Additionally, consider using double-sided posters that allow for more exposure and visibility, if the location allows for this printing option.
3. Decide on the poster’s size.
When it comes to designing posters, size matters. For instance, smaller posters are often reserved for indoor use, such as in store windows and bulletin boards. Medium- and large-sized posters are popular for outdoor display, whereas giant posters are typically used in festivals, concerts, sporting events, grand openings, and other special occasions.
4. Make sure the poster is readable from a distance.
Posters are often viewed from a distance, so it is critical to choose a font style and size that is legible from a reasonable distance.
Arial, Helvetica, Proxima Nova, Open Sans, Univers, and Montserrat work great for posters and other large-format signs because of their legibility even when viewed from a great distance.
Serif fonts and Sans serif fonts are generally ideal for posters because of their excellent legibility. Serif fonts, such as Times Roman and Georgia, have little “feet” or strokes at the bottom of the letters, whereas Sans serif, like Helvetica, eliminate this feature altogether. As a result, they offer excellent readability even when you group them together and read them from a distance.
When using a headline, choose an interesting and legible typeface that is around twice the body text’s font size, while minor details should have the smallest fonts.
5. Create some contrast.
Posters that use some elements of contrast are effective at catching people’s attention, even if there is too much visual noise from the background. So rather than using a monotone color palette or same-sized images, why not combine dark and light colors, or juxtapose small graphics against an oversized backdrop?
You can also create meaning and intensify the poster’s image by incorporating different typefaces and creating contrast with shadows, light, and composition.
But a word of caution: Too many colors and certain color combinations can interfere with the legibility of posters. For example, green text on a red background (and vice versa) is difficult and overwhelming to look at.
6. Consider using a big powerful image.
If you want to catch people’s attention or create a memorable brand, using a big, imposing image—such as a dramatic scene, a close-up face, or even a unique typography—may help you achieve your objective.
Just make sure to always use high-resolution images to avoid fading, distortion, and blurriness in your poster design.
7. Utilize extra space.
The extra space around each element (i.e., graphics, text, or image) is sometimes referred to as negative space or white space. This allows the eyes to naturally focus on the elements, making the poster’s message and visual impact clear and strong.
Think of it as a breathing room that separates the text, graphics, and other elements from one another while still allowing them to flow naturally.
Additionally, it’s easy to read and “digest” the poster’s message with the proper use of space in the design.
8. Remember the brand parameters.
The colors, patterns, logos, graphic elements, and fonts on the poster must be consistent with your brand. For this reason, it’s ideal to have your brand parameters (or guidelines) available before you start designing.
If you have all these brand elements in one place (that opens in a new tab or window), it is easier to choose templates or design a poster from scratch.
To ensure visual brand consistency, you can also find inspiration from previous promotional materials, websites, social media, and other platforms.
9. Include a call-to-action.
Incorporate an actionable and clear call-to-action at the middle or end of a poster. Some examples of CTA to consider:
- Buy tickets today!
- Visit us now!
- Enjoy huge discounts.
- Sign up today.
- Take advantage of our limited-time offer!
- Register now.
- Join the party!
- Come and visit us.
To draw the viewer’s eye to your CTAs, consider using vibrant colors, bigger fonts, and shorter but catchy phrases. Sometimes, modern elements like QR codes can also work as a CTA.
Frequently Asked Questions About Poster Design
What are some common mistakes to avoid when designing posters?
Poor color choices, low-quality images, too much text, lack of a clear CTA, and hard-to-read fonts are the most common mistakes you need to avoid in poster design.
How can I make my poster stand out in a crowded environment?
Use contrast, add a clear and memorable CTA, choose a dramatic image, choose an eye-catching headline, and incorporate legible and simple fonts to make your poster stand out against the visual noise.
How do I choose the right fonts for my poster?
Choose fonts that are simple (i.e., no or very little strokes at the bottom of the letters) and pleasing to the reader’s eye. Serif fonts and Sans serif fonts often look great on posters because of their excellent readability.
What are some tips for using images effectively in posters?
Consider using a dramatic or powerful image that complements the poster’s main text. Other essential tips to keep in mind: Make sure the images are large enough that a viewer standing 5 feet away can see them; use those with high resolutions (300 dpi or higher); and credit the sources when appropriate.
How can I balance text and images effectively in a poster?
Distribute the text and images on the poster so that it looks balanced. One popular technique to balance text and imagery in layout is the use of grid, a system of horizontal and vertical lines that create columns, rows, and margins. In addition, 30-40 percent of the poster should be negative space to let the elements stand out.
How can I ensure my poster's design is legible from a distance?
Use simple and legible fonts (not those decorative or elaborate ones); pay attention to the alignment of your text; do not overcrowd the design with too many elements; and use enough negative space to create a clean and organized layout.
Conclusion
Now that you know the best practices for designing effective and eye-catching posters, you can check out 48HourPrint’s templates. Simply click the “Free Design Templates” and select “Posters.” You can narrow down your search by selecting your preferred poster size, industries, and style.