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.