There are many types of poster design used in today’s communications mix. From sequential adverts on the London underground to large-format digital posters, the number of available formats has increased hugely over the last 10 years.
Standalone posters focus on a single, clear message. The main purpose of a poster design is to quickly and effectively grab one’s attention, whether they are advertising a product, promoting a film or trying to get communicate a public health message.
Folded, or collapsable posters can be unpacked to form a much larger surface. For example, some book covers or dust jackets can be unfolded to reveal a folded poster design. These are a particularly helpful design solution when creating a direct-mail campaign as posters, by their very nature, are typically very large.
Folded posters are also heavily used in game design. Publishers may include a folded map within the game box to help users navigate the game while building brand awareness and loyalty to a particular title or series.
Sequential posters are poster designs that work both as a set and individually. While it is not essential to see every poster in a series, they often build a sense of consistency and continue a message, visual language and tone of voice throughout. This helps to keep a campaign or brand message fresh in the minds of consumers.
Sequential posters also help to establish a sense of continuity, communication and cohesion. Branded sequential advertising is one way in which companies use poster design for both communication and brand building exercises; it allows them to communicate their message more effectively while establishing the company’s identity through repetition.
Advertising billboards are a traditional, large-format adaption of the poster. The concept is the same; use a defined area to quickly and effectively communicate a single message. Advertising billboards are often measured in sheets — this denotes the number of physical sheets used to make up that billboard. For example, a 48-sheet will be made from 48 individual posters that are glued together to form a much larger panel.
Digital posters are similar to advertising billboards, however, instead of using printed sheets, they use a simple pixel system much like a computer monitor. The main advantages of digital posters are that they can be either static or have a level of animation. They can also be updated and changed with far less physical and financial implications. It is usually a case of switching a file and allowing the software to take over.
Another advantage of digital poster design is the frequency and content can be changed depending on location or time of day. For example, one digital advertising board may feature four adverts in a cycle. It may switch through these in a timed manner, or user defined time-slots for each. This gives far greater flexibility for designers, advertisers and marketers.
If your business would benefit from bespoke poster design or a fresh approach to print design and production, please get in touch and we will be happy to advise on the best route forward. We recommend that a strong brand identity is defined to ensure all printed materials are unique, consistent and effective.