How to Design an Advertising Poster

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A successful advertising poster design centers around giving enough information to tease the viewer into wanting to know more. Perfect the art of the poster design with help from a professional graphic designer in this free video.

Part of the Video Series: Graphic Design Projects
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Video Transcript

My name is Karl Deutsch. I'm a graphic designer, and this segment is on how to create an advertising poster. An advertising poster is essentially very similar to an advertisement in a newspaper or a magazine, but it's just a little bit more simplified. It doesn't have to have quite as much information as maybe a print advertisement would. Kind of what you want to do is you want to give the viewer a general idea of what it is you're advertising, enough information to get him interested, and then either more information on how to find out more about it, or when it opens, or when the event is, or whatever. So, what I have created here is a poster for a car show, a car festival of sorts. So, as you see, there is not a lot of information here. It doesn't have a long paragraph explaining what the "Festival of Cars" is. I think that would be fairly self explanatory. If it's not, then you would need to put some sort of a tagline as far as what it is, maybe. Here, you've got the most dominant element being the name of the event, an image that relates to the event, in this case a German sports car. And keeping in mind the color scheme, and everything should all jive pretty well together, and then you have this sort of blue and Sunriver that ties in with the blue of the sky. This red logo is a little out of place, or as far as colors go, but that's their logo, so there's not much you can do about it. You have to put it somewhere and find the most tasteful way to put it in. Like anything else with advertising, you will have a client that you have to make happy, so they're going to have to approve this. Designers are certainly not artists. We do stuff for other people. We're on commission so there generally is usually some sort of a committee that will decide whether this is approved or not. So, keeping all of these elements in balance and making it look as good as possible as you are designing by committee can be kind of difficult at times but keep in mind hierarchy inflow. So, again, this is the largest text element, then you have the date and then the German sports car which is sort of the theme so it sort of has a, it leads you through the page. You have "Sunriver Festival of Cars", it kind of leads you through the cars down to the car, date and then over here to this and down here you have all the sponsor logos. So, this is where keeping the client happy and all of these clients happy is difficult, incorporating sponsor logos can be tough. You don't want to make them too big because then they crowd everything else out and they become the most dominant element, but if you make them too small then people aren't going to see who these sponsors are and the sponsors themselves will get very upset. So, you need to keep those large enough so you can see them, but not so large that they're overpowering. Websites are a good way to include, "for more information, see this." Most people will be intuitive enough to know that that website is where to go to get more information. You don't need to say, "for more information, see this," because I think it's pretty self-explanatory. So, a good striking image, strong hierarchy, color scheme, flow and overall visual appeal are probably the most important elements in an advertising poster. My name is Karl Deutsch. I'm a graphic designer, and that segment is on how to create an advertising poster.


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