Utah State University-Effective poster design

A poster has about three seconds to catch the attention of a passer-by. The success of that poster teeters on those few seconds. If it fails to attract attention, then it is ineffective. However, if it catches the interest of its viewer, then half of the battle is won. Having caught attention, the poster must next deliver a swift, effective, convincing message, which then leads the viewer to a desired thought or action.

Horizontal lines express a feeling of rest or calm. This feeling comes from our understanding of our relationship with gravity. For example, if I set a ball on a horizontal surface, it will not roll anywhere. It will be still and calm.

Planes are made of a combination of points, lines, and space, and can be categorized into two types of shapes: organic, meaning irregular and often asymmetrical; or geometric, indicating regularlynamed shapes like squares, circles, etc. Also, relating again to Gestalt Theory, just as two points create an implied line, three points create an implied triangle. That said, keep in mind that planes can also be implied or made of negative space.

Space Space is either positive or negative. Positive space is seen as a main element appearing to be in front of the empty space that surrounds it. This empty space is negative space.

 

Texture is defined as the surface characteristics of a shape. Texture can be tactile and experienced through touch, or visual and created as an illusion. Texture qulaites include rough, smooth, soft, hard, glossy, matte, etc.

Design Principles 

The core design principles are contrast, relationship, implied grid, and rhythm and unity. These principles provide a foundation for effective usage of design elements in a composition and supply a framework for organizing information in a way that is natural and easy for the brain to interpret.

Contrast 

Contrast is what makes items look clearly different from each other via use of different sizes, shapes, colors, values, etc. It is important that contrast be clear and pronounced, otherwise elements will look too similar and create conflict in the composition. Well-defined contrast aids in organizing and attracting attention to a design because the eye knows exactly where to look first. 

Hierarchy

Hierarchy is one of the most important design principles. In order for a poster to capture attention, its design needs to break down information into accessible levels. This is done by creating hierarchies by which emphasized elements are made to contrast unmistakably with less prominent elements. Emphasis is determined by contrast in visual weight, which allows some information to look more important than others. 

Visual Weight  

 

Visual weight is defined by the visual influence of an element as it relates to other elements. A good question to ask yourself is, “which element looks heavier?” This will help you determine what has more visual weight and therefore more emphasis. The “heaviness” of an element depends on several factors including size, color, value, compactness, complexity, and contrast. Just because something is bigger, doesn’t mean it is heaver, just like a large block of foam may not be heavier than a fist-sized rock. Understanding visual weight is key to developing a solid hierarchy in your design. 

Negative space 

Negative Space enhances that which it surrounds. Good layouts are defined by how they distribute negative space. It should be balanced, leave room to breathe and room for the eye to rest. Intense and uncomfortable moments in a design can be avoided by just giving it some space, like margin

Balance 

Balance keeps the design composition comfortable and stable. It is made up of three types: symmetrical, asymmetrical, and radial. Symmetrical balance occurs when elements on the poster directly mirror themselves. Asymmetrical balance does not mirror itself, but has the same visual weight on each side of the poster. Radial balance is where all elements radiate from a central point in a circular fashion.