POSTER has been the go-to choice for advertising everything from concerts to restaurants to community events since pretty much forever. But not all posters are created equal. An ah-mazing poster design can turn your business or event into a crowd magnet, while a lackluster poster design can have you launching to crickets.
People don’t want to see more of the same old thing. If you want to grab their attention, you need to dare to be different! Try something new. Think outside of the box.
The more original your poster design, the more it will stand out to your target audience.
If you want to design an incredible poster, you need to set yourself up for success. The key to designing an amazing poster starts before the design process. When you take the necessary pre-design steps and get all your ducks in a row, it’ll make actually designing the poster easier, faster, and way more effective.
Clearly defining your brand personality is a non-negotiable. If you’re having an identity crisis as a brand, all of your designs—including your posters—are going to feel all over the place, unclear, and confusing for your audience. If you’re not sure about who you are as a brand or how to define your brand personality, be sure to check out our in-depth guides on:
- Brand identity
- Personal branding
- Developing a brand for entrepreneurs
Before you get started designing your poster, it’s important you know just who you’re designing for. If you don’t know who your target audience is, you’re not going to be able to create a design that feels authentic and impactful to them. Before you start designing, define your ideal customer, ask yourself:
- Who is my target audience?
- How does my business/event speak to them?
- What kind of design are they most likely to respond to?
- What brand voice will speak best to them? (For example, should you be funny and tongue-in-cheek or more serious and corporate?)
- What design elements are going to grab their attention best?
Getting clear on your message before you start the design process will help you choose design elements that complement and strengthen your messaging, which will make your overall design more impactful.
If you want to design a successful poster, you need to define how you’re going to measure success. Having metrics in place to determine the success of your poster should be a no-brainer, but it’s a step a lot of businesses skip. But without solid metrics, you have no way of determining if your poster design was a slam dunk (meaning you should keep that design for future posters) or a total failure (meaning you need to get back to the drawing board and come up with a more impactful poster design).
Before you get started with your poster design, decide what metrics you’re going to use to measure success. What are you hoping to get out of your poster? And how are you going to measure that? Are you looking to drive ticket sales to a concert? Then you could add a QR code or a custom URL to track sales that come directly from your poster. Are you trying to drive people into a restaurant? Add copy that tells people to mention the poster before their meal to get a 10% discount. Are you trying to get volunteers for a community event? On the signup form, ask them where they heard of the volunteer opportunity so you can see how many signups came from your poster campaign.
If you want your poster design to be impactful, keep it simple, silly! Clean, simple, and easy-to-process poster designs are always better than posters that look like they’re trying to compete in a “how much can I fit on one piece of paper?” contest.
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