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Many people would argue that poster advertising is a dying art form, but it can be very effective in some industries. Poster advertising is most commonly used in entertainment to inform the public of the latest act or event held at a popular arena. Grocery stores and politicians may also use posters to advertise. Poster advertising is effective in attracting visitors walking or driving in a high-traffic area.
How do you make your poster stand out in the crowd? Here are some techniques that professional designers use to make posters “pop.”
1. Simple Designs are Best
People who are unfamiliar with marketing often think that they should include as much information as possible on a poster. The key to an effective poster design is large font and only basic information. In marketing it is often said, “A picture is worth a thousand words.” If advertising for an artist, the artist’s photograph, name, date, location of the event and maybe one other piece of information will suffice for an effective poster design.
If advertising for a grocery store, the item and price will be the main items displayed on the poster. Designers should keep the designs simple and the wording minimal for the best poster designs. In this case, less truly is more. Make it simple with two typefaces, and align items to a grid. Your page layout program will provide non-printing guidelines. Use the “snap to guidelines” function to align items easily to the grid.
2. Large Fonts are Recommended
Large fonts are recommended. Large fonts allow the advertisements to be seen from a considerable distance. When posters can be seen from a distance, more people are exposed to the advertisement and can determine their interest in the event or item advertised.
The fonts should be easy to read. Ornate fonts may be attractive, but many people may not be able to decipher ornate fonts from a distance. Consider large and simple fonts for the best results. Make it memorable, unusual or provocative using a few carefully chosen powerful words.
3. Use a Single Point of Contact
If a phone number is used on the poster, establish one point of contact. This will eliminate confusion to viewers walking by the poster. When the number is called, anyone can field the call as long as only one phone number is listed. Prior to designing a poster, select a number that can handle numerous calls from the viewing public. A number which cannot handle the call volume will be ineffective and detract from sales.
One large image will have more impact than many smaller images. A stunning photo or illustration grabs attention, creates a mood, and supports your story. This image is your “focal point” and will draw your readers in.
4. Identify a Unified Message for the Poster
A unified message is important for the poster. Otherwise, viewers may become confused. Keep in mind that a poster may be large, but the font also has to be large to communicate the message from a distance. The unified message for the poster must be succinct. Most poster designers only manage to include a simple one-liner. The one-liner should contain a powerful message to capture the audience’s attention.
Careful thought and planning must go into this one-liner message to be effective. Your prospects will ask the question, “What’s in it for me?” Write from the their perspective using the words “you” and “your.” Avoid using the following words: we, us, I and our. Be sure to keep your text short and to the point.
Consider Poster Advertising to Improve Exposure to a Company
Poster advertising can be effective in some industries but will not work in every sphere. Consider how poster advertising can help improve visibility for a company. You don’t need to fill your poster with wall-to-wall text and graphics. Incorporate some white space to make certain elements stand out and to make the flyer easy to read. Don’t try to re-invent the wheel when creating your poster. Use these proven techniques and you will see big results in your marketing efforts.
For inspirational purposes, check out our previous articles:
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- 25 Creative Keep Calm and Carry On Posters
- 15 Movie Posters from an Alternate Universe
- The Perky Side of Food Advertising: 20 Creative and Eye-Catching Restaurant Ads
- 40 Exciting Occupy Movement Poster Designs
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