What Makes A Good Poster Design? | Design Lesson

Summary

In this video, designer Gareth David explores the key elements of effective poster design, emphasizing the importance of a clear visual hierarchy, strategic placement, dynamic use of typography and imagery, balance of design elements, and creating a specific impression. He shares insights from his experience and showcases examples to illustrate these principles, aiming to inspire and educate aspiring designers.

Takeaways

• 📜 Posters are one of the oldest and most straightforward forms of visual communication, originating from the late 1800s with the invention of the printing press.
• 🎨 The primary goal of a poster is to attract attention, arouse curiosity, communicate a message, make an impression, and invoke a reaction.
• 🔍 A good poster design should have a clear sense of visual hierarchy with at least three levels: primary hook, secondary hook, and supportive elements.
• 👀 The primary hook is the most prominent visual element designed to catch the eye and establish the starting point of the composition.
• 🔗 The secondary hook is a smaller element near the primary hook that supports the message and helps establish the flow in the composition.
• 📐 Supportive elements are additional visual components that provide further information and continue the flow of visual information after the primary and secondary hooks have been acknowledged.
• 🏙️ Consideration of placement is crucial for poster design; different spaces may require varying degrees of complexity and simplicity.
• 🌟 A dynamic use of type, image, shape, and form can make a poster more memorable and impactful, capturing the imagination and influencing a call to action.
• ⚖️ Balance between the elements in a poster is essential to maintain a clear hierarchy and present a cohesive message without elements competing against each other.
• 🎯 A good poster design should create a specific impression and cater to a target market, using the right visual vocabulary to influence a clear call to action and invoke emotions.

Q & A

What is the primary purpose of a poster?

A poster's primary purpose is to attract attention, arouse curiosity, communicate a specific message, make an impression, and invoke a reaction.

How far back in history do posters originate?

Posters originated back in the late 1800s, with the invention of the printing press.

What was the impact of the 3-stone lithographic process on poster design?

The 3-stone lithographic process allowed for more color to be incorporated into printing, which was used in some of the earliest forms of advertising through posters.

What are the typical sizes of posters today?

Today's posters come in a wide range of sizes, from large to small.

What are the three levels of hierarchy that a good poster design should consist of?

A good poster design should consist of the primary hook, the secondary hook, and supportive elements.

What is the role of the primary hook in a poster design?

The primary hook is the visual element that catches the eye and establishes the starting point in a composition to trigger curiosity and draw one in closer.

How does the secondary hook differ from the primary hook in a poster design?

The secondary hook is typically a smaller element that appears close or near to the primary hook to support a message and establish flow in a composition.

What should a poster design consider regarding its placement?

A poster design should consider the space where it will be placed, as this can determine the nature of its design, such as being more impactful for outdoor spaces or more complex for indoor spaces where viewers can spend more time observing.

Why is simplicity important in poster design?

Simplicity is important in poster design because it allows the message to be easily read and understood in any given space, especially in outdoor contexts where the poster may be seen fleetingly.

How can a poster use dynamic elements like type, image, shape, and form?

A poster can use dynamic elements like type, image, shape, and form together to communicate more dynamically, creating memorable and impactful designs that capture the imagination and influence a call to action.

What is the importance of balance between the elements in a poster design?

Balance between the elements in a poster design is important to retain a clear hierarchy and present a cohesive message without competing against each other too much.

What impression should a good poster design create?

A good poster design should create a specific impression that caters to a target market and influences a clear call to action, invoking emotions and increasing the chances of triggering a call to action.

Outlines

00:00

📜 The Evolution and Purpose of Posters

The paragraph discusses the history and function of posters as a form of visual communication. Originating from the late 1800s with the invention of the printing press and the 3 stone lithographic process, posters have evolved to become a versatile tool for advertising. They come in various sizes and aim to attract attention, arouse curiosity, communicate a message, make an impression, and elicit a reaction. Posters are designed to be seen from a distance and are used for advertising or specific messaging. Successful posters can influence a call to action, such as finding out more information, making a transaction, or changing perceptions. The speaker, Gareth David, introduces himself as a designer with over 15 years of experience and previews the video's focus on what makes a good poster design. He emphasizes the importance of a clear visual hierarchy in poster design, explaining that too many competing elements can make a poster confusing and ineffective. A good poster design should have a primary hook to catch the eye, a secondary hook to guide the viewer, and supportive elements to add further information. Examples of posters by Saul Bass and AM Cassandre are given to illustrate clear visual hierarchy.

05:01

🌐 Consideration of Placement in Poster Design

This paragraph explores how the placement of a poster can influence its design. Posters need to be attention-grabbing and easily understood in any space, but the nature of the design can vary depending on where the poster is placed. Outdoor posters, for instance, need to be impactful and simple due to the fleeting nature of outdoor viewing, with larger elements and higher contrast. In contrast, posters placed indoors in spaces like studios or schools can be more complex and informative, as viewers may have more time to observe them. The paragraph also discusses the dynamic use of type, image, shape, and form in poster design. While simple posters use typography to communicate directly, more dynamic posters combine these elements to attract attention and convey messages visually. Furthermore, balance between the elements is crucial; a good poster will have synergy between all visual elements, including color, image, shape, and type, without any single element dominating the composition. Lastly, the paragraph emphasizes the importance of creating a specific impression with a poster, catering to a target audience and influencing a call to action.

10:02

🎓 Joining the GDS Design School Community

The final paragraph is an invitation for viewers to join the GDS Design School Community, where they can discuss design, give feedback, and participate in design challenges. The speaker, Gareth David, encourages viewers to unleash their creativity and looks forward to seeing them in the community. The paragraph serves as a call to action for viewers to engage with the speaker's design lessons and become part of a collaborative design community.

Keywords

💡poster

A poster is a large printed picture or notice used for decoration or advertisement. In the context of the video, posters are discussed as a form of visual communication with the purpose to attract attention, communicate a message, and invoke a reaction. The script mentions posters originating from the late 1800s with the invention of the printing press and their evolution into a tool for advertising.

💡visual hierarchy

Visual hierarchy in design refers to the arrangement of elements in a way that guides the viewer's eye through the piece in a logical order. The video emphasizes the importance of having a clear visual hierarchy in poster design, using the primary hook, secondary hook, and supportive elements to establish a clear order and contrast.

💡primary hook

The primary hook is the most prominent visual element in a poster that captures the viewer's attention first. It is described in the video as the element with the most contrast and clarity, serving as the starting point to trigger curiosity. An example given is a large visual image at the top of a movie poster.

💡secondary hook

The secondary hook comes after the primary hook in the visual hierarchy. It is a smaller element that supports the main message and helps establish the flow within the composition. The script illustrates this with the example of actor names being the secondary hook after the main illustration in a movie poster.

💡supportive elements

Supportive elements are additional visual components in a poster that provide further information after the primary and secondary hooks have been acknowledged. These elements are crucial for continuing the flow of visual information and are exemplified in the script by smaller subtitles and footer elements in a poster.

💡placement

Placement in the context of the video refers to the location where the poster will be displayed, which can affect its design. The video discusses how outdoor posters need to be impactful and simple due to the fleeting nature of outdoor viewing, whereas indoor posters can be more complex as they are viewed for longer periods.

💡simplicity

Simplicity in poster design is about using straightforward visual elements to communicate the message effectively. The video stresses that a simple design is more likely to be understood quickly, especially important for posters viewed from a distance or in passing, like billboards.

💡dynamic use

Dynamic use refers to the creative and engaging application of design elements such as type, image, shape, and form. The video suggests that while a poster can be simple, a great poster will dynamically use these elements together to attract attention and communicate more visually.

💡balance

Balance in design is about evenly distributing visual weight across different elements to create harmony. The video explains that a good poster will have a balance between its visual elements, ensuring they work together cohesively without competing too much.

💡impression

Impression in the video refers to the effect a poster has on its audience, aiming to inspire or influence a call to action. The script mentions that a poster should create a specific impression to cater to its target market and clearly communicate its intended message.

💡call to action

A call to action is a prompt designed to encourage the audience to perform a specific action, such as finding out more information or making a purchase. The video discusses how a successful poster can influence a call to action, changing perception or prompting a transaction.

Highlights

Posters are one of the oldest forms of visual communication, dating back to the late 1800s with the invention of the printing press.

The 3 stone lithographic process allowed for color printing, which was used in early advertising posters.

Posters serve to attract attention, arouse curiosity, communicate a message, make an impression, and invoke a reaction.

A successful poster can influence a call to action, such as finding out more information or making a transaction.

Gareth David introduces himself as a designer with over 15 years of experience.

Gareth David Studio specializes in logo and brand identity design.

The video will cover what makes a good poster design with examples.

A clear sense of visual hierarchy is the first factor of a good poster design.

A good poster design should have at least three levels of hierarchy: primary hook, secondary hook, and supportive elements.

The primary hook is the most clear, legible, and contrasting visual element that catches the eye.

The secondary hook is a smaller element that supports the message and establishes flow in the composition.

Supportive elements add further visual information after the primary and secondary hooks have been acknowledged.

A clear visual hierarchy and contrast between elements create a clear structure and make a message legible.

Consideration of placement is crucial for poster design as it affects the nature of the design.

Outdoor posters require a more impactful design due to fleeting viewer attention.

Indoor posters can be more complex as viewers have more time to observe.

Dynamic use of type, image, shape, and form can make a poster more memorable and impactful.

Balance between visual elements is necessary to retain a clear hierarchy and present a cohesive message.

A good poster design creates a specific impression to cater to a target market and influence a call to action.

The right combination of image, type, shape, and form can influence emotions and create a clear call to action.

The key factors for a good poster design include clear hierarchy, consideration of placement, dynamic use of elements, balance, and creating a specific impression.

Gareth David offers a Poster Design ebook for those interested in learning more about poster design.

The GDS Design School Community is a platform for designers to chat, give feedback, and participate in design challenges.

Transcripts

- The poster is one of the most straightforward pieces

of visual communication there is.

And it's also one of the oldest forms

of visual communication.

Originating back in the late 1800s

with the invention of the printing press,

visual messages could be easily printed and distributed.

And with the invention of the 3 stone lithographic process,

printing incorporated more color where posters were used

for some of the earliest forms of advertising.

Today, posters come in a wide range of sizes,

large to small, but will all seek the same goal.

A poster is typically one piece of paper,

either portrait or landscape,

with a purpose to: attract attention, arose curiosity,

communicate a specific message,

make an impression, and invoke a reaction.

The function of the poster is typically to be seen

at a distance and is used to either advertise

or communicate a specific message.

If successful, a poster can influence

a call to action to find out more,

make a transaction, or change perception.

Hello, and welcome to this video.

My name is Gareth David.

I'm a designer with over 15 years experience.

I run my own design business, Gareth David Studio,

where I specialize in logo and brand identity design,

and I also manage this YouTube channel,

where I like to share my knowledge

and experience with aspiring designers.

In this video, we are going to look at what makes

a good poster design.

I'm going to take you through a quick presentation

where we can look at some good examples

of what makes for a good poster design.

So, let's get into it.

(dramatic music)

So what makes a good poster design?

So the first factor that makes a good poster design

is a clear sense of visual hierarchy.

If there are too many elements

competing against each other in a composition,

and there is no clear order

and contrast between the elements,

then it may be hard to navigate.

Imagine three people all talking

at you at the same time saying different things.

It would be hard to understand

and make out who to listen to first, right?

Well, the same can be said in design.

A busy poster design can be off-putting

and fail in its purpose to attract

and communicate effectively.

A good poster design will consist

of at least three levels of hierarchy:

the primary hook, the secondary hook,

and supportive elements.

So here are two good examples of posters

that demonstrate a very clear hierarchy.

Here we have a famous movie poster by Saul Bass

and a well-known poster by AM.Cassandre.

The first level is the primary hook.

This tends to be whatever element

appears to be the most clear, legible,

and has the most contrast in a composition.

The primary hook is the visual element

that will work the hardest with the aim

to catch the eye and establish the starting point

in a composition to trigger curiosity

and draw one in closer.

So in these examples,

we see that it's the large visual image

in each poster that works as the primary hook here.

In the first poster, we are initially drawn

to the large illustration at the top.

This is because it's the largest element

with the most contrast.

And the same applies to the next example

where the ship illustration is large

in comparison with its surrounding elements.

The next level is the secondary hook.

This will typically be a smaller element

that appears close or near to the primary hook

to support a message.

The secondary hook aims to establish flow in a composition.

In the first example, it's the names of the actors starring

in the movie that we are drawn to after the primary hook,

as these are slightly smaller.

In the next example, once we see the huge ship,

we are drawn to down to read the header.

The levels after are supportive elements.

Now in any given design,

there may be few or many supportive elements.

These will be elements in a composition

one will look at once one has noticed

and acknowledged the primary and secondary hook.

The supportive elements will aim to add

further visual information to a composition

to continue the flow of visual information.

In the first example,

the supportive elements are the smaller subtitle

at the top and the footer elements at the base.

The same is seen here in the next example.

Here the supportive elements are the smaller subtitle

at the top and the footer elements at the base.

Now it's practical when digesting information

to have a sense of direction.

A beginning, middle and end needs to be clear

to convey a clear message and lead the viewer.

Used effectively, hierarchy can make a complex message

simple, create impact and a big overall impression.

A clear visual hierarchy and contrast between the elements

is important because it can create

a clear structure and make a message legible.

Now hierarchy is one of the most important factors

that makes a good poster design.

If a poster establishes a clear hierarchy,

then it will generally work well.

However, another key factor that makes

a good poster design is, consideration of placement.

Now a poster design is not necessarily

a one-size-fits-all solution.

There are a variety of spaces

where a poster design may be placed.

And often, this can determine the nature

of a poster's design.

A well-designed poster should grab your attention

and be easily read, understood in any given space.

However, some spaces will allow

for varying degrees of complexity.

For example, if a poster is placed outdoors,

on a wall, on the street, or on a billboard,

then it may be seen fleetingly,

and thus require a design to be much more impactful

to work well to attract the eye from a distance.

Simplicity will be a big factor for posters

that are seen in an outdoor context.

The elements may be larger and have higher contrast

with more use of space to draw one in.

Now, if a poster is to be placed inside a studio,

a gallery, office, or school space, or at a train session,

when one may be able to spend more time observing,

in this instance, a poster can still work

to attract attention from a distance and still be simple,

however, can be more complex

and could include more information.

Like hierarchy, simplicity is one of the most important

factors that makes a good poster design.

If a poster is simple and is designed

with its intended placement in mind,

then it will work well to communicate clearly.

Another key factor that makes a good poster design is,

dynamic use of type, image, shape, and form.

Now a poster can be simple or a poster can be more dynamic.

A good poster can be simple and use typography

in a clear literal way to communicate

a message in the most practical way.

A great poster will attempt to use

both image and type together to attract attention

and communicate a message in a more visual way.

However, the right combination

of visual elements can speak a thousand words.

A brilliant poster will attempt to use

image, type, shape, and form together poetically

to communicate more dynamically.

It's these types of posters that are more memorable

and make the most impression, capture the imagination,

and influence a call to action the most.

So another key factor that makes a good poster design is,

balance between the elements.

Now it's very common for posters

to include multiple visual elements in a design,

and may choose to either use a large image

or large type to attract the eye and deliver a message.

However, some posters utilize a combination

of image, type, shape, and form beautifully

to enhance a message and make an impact.

A good poster will have synergy

between all the visual elements in a composition,

including color, image, shape, texture, and type.

A poster may contain all such visual elements,

but will need to balance them well

in order to retain balance and present a clear hierarchy.

A good poster will have a good balance

between its visual elements where they don't compete

against each other too much,

working together to form a cohesive message.

So the last key factor that makes a good poster design is,

create a specific impression.

Now remember, a poster is simply decoration.

A poster will typically have a purpose

to inspire and influence a call to action

to a specific target audience.

Ultimately, a poster will have a goal,

be that to educate, change perception,

find out more or influence a transaction.

A good poster will do well to cater to a target market,

and be clear on what it wants the viewer to comprehend.

It may sound simple and obvious,

but a good poster will incorporate

the right combination of image, type, shape, and form

to influence a clear call to action and invoke emotions.

Like using the right words

to communicate and articulate a message,

we want to use the right visual vocabulary

with the right tone of voice.

As simple as a poster can be,

the right image or combination of image and type

can speak a thousand words.

For maximum results, the poster will need maximum impact.

The bigger the impact, the greater the impression,

which ultimately creates curiosity

and a memorable impression.

A good poster will do this well,

increasing the chances of influence

to trigger a call to action, either on the spot or later on.

So, in conclusion, the key factors that make

a good poster designer are: one, clear sense of hierarchy,

two, consideration of placement,

three, dynamic use of type, image, shape, and form,

four, balance between the elements,

and five, create a specific impression.

Those are five key factors that make a good poster design.

Well, I hope you enjoyed this design theory lesson.

If you did, hit the like button,

and don't forget to subscribe

and hit the bell button to be notified

of more design lesson videos like this in the future.

Now this lesson is part of a bigger series

on poster design and part of my Poster Design ebook.

If you'd like to take a closer look

at the examples I demonstrated in this video

and learn more about poster design

with tutorials on how to make a poster design

and undertake a poster design challenge,

you can invest in the Poster Design ebook.

Links are in the description.

Now this video was created for all my members

of the GDS Design School Community.

If you're not a member,

and you would like to join the GDS Design School Community,

where we chat about design, give each other feedback,

and where I set design challenges,

you are all welcome to join for free.

Again, links are in the description,

and I look forward to seeing you there.

So until my next design lesson,

unleash your creativity, and I'll see you next time.

(dramatic music)