More than just a poster
‘It’s just a poster, please just whip something up, we need them up in schools…’
If this is how you are thinking of approaching this very important marketing piece, please consider reading on…
Our view – each and every collateral piece is an integral part of your company’s communication and should always be developed with intent.
Like a soldier, keep in mind that every piece of your marketing collateral including the good ol’ poster are fighting a war for you – protecting the Company brand integrity/ keeping your sales safe/ conquering new markets – expanding your market reach… and therefore, even the poster needs to have a mission accomplishment task list.
As such, we have outlined a few steps to help guide your process and dubbed them…
The 4p’s of an effective poster design:
Decide the reason for the posters’ existence and set tasks and goals/objectives for it to achieve. Is it meant to establish your brand in the mind or the viewer? Is it meant to communicate a promotion? Is it meant to drive traffic to your website? Sell a specific product or service?
Who is your intended audience? Whose attention do you want the poster to catch? Knowing how that person or groups of people think, what pulls their eye, what makes sense to them and doesn’t, the imagery they would relate to, this will inform the design and improve its relevance.
Where will it be displayed? What is your audience’s favorite hangout? Where are they likely to feel comfortable to stop and look over your poster and take in the detail of it?
The location will inform the level of content to put on the poster as well as inform the kind of layout from the concept stage because – for instance – a high traffic area would suggest minimum content to attain maximum recall.
Put together all the above into a clear checklist – this will not only to provide a clear how-to, it will also enable you to identify any ‘holes’ and streamline any relevant information into clear specifics such as where to source photos, who will write the copy, timelines, style of the copy.