How To Create A Winning Poster in InDesign
As we see the circulation of printed promotional materials slowly takes a backseat to make way for their digital counterparts, it's easy to treat a simple poster design as something irrelevant—the product of a time-consuming project that produces zero results. But that's where you're making a big mistake.
Sometimes even the best projects don’t reach the expected success they are hyped with, so it's better to design posters that can give justice to their selling potential. Posters remain to be an undisputed powerful marketing tool for movies, sports events, concerts, business and cause campaigns the world over. They're plastered at every corner of the street, in shopping malls, cinemas and all over your bedroom wall. But the best posters don't just draw history—they define it.
Although your goal isn't to create a poster that warrants a place in the history books, it shouldn't be any less compelling. Read on to know more.
1. Identify the Theme
A great and creative poster design tells a story but not all of it. Tease your audience with the theme. Movie posters are great examples of this since they always have to be consistent with the plot or story and fully serve as its visual representation. Your design should have enough relevance for the target audience to connect with.
2. Make It Readable
Your business poster is the key to the success or failure of your company or event's advertisement. Therefore, your goal should be to draw attention to the most important information in the poster. Typography is key. Write a headline that would hook your audience into the poster, enough for them to check and remember it. Set your font in a readable type, otherwise, you'll be waiting for a second-glance that your audience may not be willing to give.
3. Show, Don't Tell
An article in xerox.co.uk lists Jules Chéret's 1890 Moulin Rouge poster as one of the most iconic posters in history, at the height of the four-color lithographic print process. The poster was colorful, suggestive of the cabaret atmosphere it wanted to sell, but it sure took remarkable craftsmanship. You don't need to bring all the elements you know of together in one poster design. You just have to make the medium the message.
4. Experiment With Color
You may know all the cutting edge techniques and may have experience in the different design print processes but you just don't stop there, if you want a winning poster. Experiment with different color palettes and use the freedom that comes with designing a poster to the extent of your creativity. Don't be afraid to go from modern and bold to minimal and simple then back again, until you find what fits best for your design.
5. Create a Poster Campaign
Successful posters have to be seen multiple times to make sure people don't forget them. Your poster shouldn't be any different. Even if your layout is in standard poster size and the design is worthy of vintage or any other provocative art styles, it's still better to get versions for mass distribution across multiple marketing or advertising channels. To achieve the desired impact for your poster campaign, it's best to design for Adobe InDesign and other flexible graphic design formats.