Design Principles

• Simplicity is key for most posters

  One great idea, on-brief and delivered with eye-catching clarity. 90% off all posters are    observed for a matter of seconds whilst the viewer is in-motion and potentially    distracted by    whatever  else may be occurring nearby.

 

• Don't try to say too much

  On most formats around eight words of copy should be the absolute maximum (the    exception    being in high dwell-time locations such as cross-track or interior panels).

 

• Use bold, legible typefaces

  Posters do not work like print ads. In most cases, consumers on the move do not have    the   time  or inclination to study and digest a complex message.

 

• Bold, contrasting colours work best

  Some combinations work better than others, red on green is difficult to read, black on    yellow   much easier. Try it out and see how it looks on paper.

 

• Proximity affects legibility

  Take into account the distance at which the poster will be viewed. How does your    design look    from the other side of the room - and how does it look as you walk briskly     past it?

 

• Dwell-time influences how posters are observed

  Take into account the time for which the poster will be observed. This may vary from 3     seconds  to 30 minutes depending on the location in which it is to be displayed.     Clearly     each of these extremes will benefit from a different treatment.

 

• Familiarity breeds retention

  Strong iconic images and familiar characters attract the eye and generate memorability.

 

• Originality attracts attention

  Breaking any or all of the rules may create an eye-catching design, but it could be a risky business!