Here are our top tips when designing a successful poster & email campaigns….

THINK ABOUT COLOUR AND USE IT TO EVOKE EMOTION

Colour makes a huge difference and you have unlimited scope with what you choose. Colours will manifest energy and attract the eye. It can create a mood and tone. You can go all out with colour, you must take into consideration the posters subject and its purpose. The colours you choose can be bold or subtle. Another thing to consider is the use of block or solid colours. Always take care in choosing the colour palette for your poster, make sure they work together. That way you’ll be able to make it striking. Alternatively having less colour can make an impact, having a minimalist feel with eye catching colour contrasts can work well too.

TRY ALTERNATIVE TYPOGRAPHY

The font on a poster makes all the difference, it can change the way its message is communicated to the world. Communicate seriousness with bold sans serif, intensify gracefulness with an italic serif or communicate high spirit with a loose handwritten font. When choosing fonts, select at least two – one for the header and one for the body copy. To build bigger impact, play with typography, but make sure the fonts you use together are clean and simple. Don’t let it get to busy, good composition is integral. If you can master typography everything else will fall into place.

DESIGN WITH HIERARCHY

Posters and email campaigns should be quick and easy to read. Rank your content and message in order of importance. When working with minimal copy, go for bold & simple graphic. If you have lots of copy allow the type to be the focus of the poster or campaign. Use a big headline and group the copy into sections.

NEGATIVE SPACE IS YOUR FRIEND

Make use of negative space to create smart compositions. One way of doing this is to use negative space to your advantage. Use the space to draw the viewers eye into a object of focus with extra negative/white space surrounding it. To let the viewers eye breather. Design so that your copy is in the negative space but give it lots of space to stand alone.

DON’T USE ANYTHING YOU DON’T NEED TO

You can always say more with less. Having less can intrigue people. Single images and words can communicate enough on there own, its a noisy world. Simplicity stands out.

THINK ABOUT VISUALS

Have a point of focus let a photo give more weight to the text, make the text and image work together. You control where the viewers eyes wonder. Use different shapes and sizes to create visual interest. Composition of shapes on their own and together can give effect. Be smart about your composition, experiment with different layouts once you have all the information, pay specific attention to how the images interact with the copy. Let the graphic elements work with each other.

LAYERING CREATES DEPTH

By trying different ways of layering your copy and graphics you create depth and dimension to your work. The viewer can be absorbed by this style of design. It evokes emotion in the audience.

KEEP IT BALANCED

Make sure your composition has balance. Start with the end in mind when designing your posters & email campaigns. Design with symmetry, repetition and centering to create balance for the viewers eye. There’s lots you can balance in a design such as colours, weight and the amount of copy you use. It doesn’t have to be perfectly centered or even symmetrical, balanced means equally laid out. One half of the design isn’t heavier than the other, the information and graphics are spread across both sides.

Written by Sarah Ellen – Marketing & Development at Graphics Bite