A poster needs to speak to an
audience on the move

Printed collateral materials such as advertisements, brochures and booklets are designed for an audience that has time to read, or can take the material away to look at. But posters must capture attention very quickly. They may be seen while someone is walking or driving past, or seen from across a room or a street, so they need to get the message across in a matter of seconds. The poster design concept must be captivating and simple enough for the reader to remember the call to action. Unlike a brochure, the reader can’t take a copy away, so the message must be easy to recall. 

Why create a poster?

Here are some reasons to use a poster in your marketing campaign:

• to promote an event
• to promote a service
• to sell a product
• to create a talking point and hype around a brand
• to create recognition of a brand 

Tips for successful poster design

• Simplicity is the key! Have a very short message and call to action.
• Create impact and get your message across by using more images than text. The images will evoke an emotion or idea that captures the reader’s interest and imagination at a glance. Inspire your prospective client and they will remember your call to action or branding.
• Communicate directly to your target audience. Think about the location of the poster and the type of people reading it. For example, a poster targeting students should have a different message depending on whether it's positioned in a school or a shop window. In the first case, you're talking directly to your market; in the second, you need to capture the market.