The Complete Graphic Designer

The Complete Graphic Designer

92

The fi rst goal of every poster is to grab the atten-

tion of passersby and immediately communicate the

intended message. With our world becoming increas-

ingly cluttered with lights, signs, billboards, and fl yers,

creating dynamic posters that stand out among the

visual noise and connect with viewers is increasingly

diffi cult. Because of this, a strong visual concept that

requires little if any text to communicate and a clear

hierarchy are paramount.

A series of three posters advertises

the National Rock Paper Scissors

Collegiate Championship through

bold graphics and bright colors.

When viewed individually, the hand

gestures have dual meaning. The

rock sign also means “power,” the

scissor sign “peace,” and the paper

sign “stop.”

Design: Archrival

Posters

Because these posters were placed

in urban environments on concrete

posts or brick walls, the designer

chose bold, bright colors to attract

attention and coarse illustrations

with visible halftone patterns to

reinforce their urban appeal.

Design: Archrival

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Common Design Jobs

93

Posters have the power to com-

municate with very few words. In

this bold yet simple design, the

headline plays off of the winery

name, Gloria Ferrer.

Design: Michael Schwab Studio

Poster Design Considerations

Physical location

When designing a poster, take into consideration where

the poster will be hung. Will it be inside a building, well-

lit, among numerous other posters on a busy thorough-

fare, or will it be folded and sent in the mail? Determine

if your viewers will have time to stop and observe the

poster, in which case you can afford to create a more

intricate work; or if you need to catch their eyes and

communicate the message in a few seconds with a bold

and simplistic composition. Every scenario will require a

different design strategy for success.

Size

Large posters are more effective at grabbing viewer

attention. The only restrictions are where the poster

will be displayed, the size of the printing press, and

the client’s budget.

Color

Posters utilizing bright, vibrant colors tend to pop

off a surface unless they are hung in a sea of equally

vibrant works. In this case, a one- or two-color piece

can be just as, if not more, effective.

Typography

In a world where viewers are over-stimulated by graphic

images and messages, a poster utilizing simple typogra-

phy will stand out and convey its information most ef-

fi ciently. Depending on the characteristics of a selected

font, typography has the ability to convey emotional

and expressive qualities. Sans serif fonts are very direct

and authoritative looking, while serif and italic types are

friendlier and more approachable.

Imagery

Simple and direct visuals attract the viewer’s attention

and compel them to read presented information. Gener-

ally speaking, images should dominate the composition

unless a typographic solution is used.

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The Complete Graphic Designer

94

A photomontage of imagery,

color, and textures combine to

advertise the Palace of Fine Arts

in San Francisco. The poster’s

narrow format gives the work and

subject a commanding feel, while

the painterly qualities convey the

venue’s approachability.

Design: Michael Cronan Design

TB

Provision-Complete Graphic Designer

CD109-59/4028

1st

proof

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