Poster design

Designed for the walk past

Posters are viewed from a distance, often by someone walking by. They are not read like a page. A poster with lots of text at a similar size gets ignored, because nobody stops long enough to find where to start.

We design for distance. One dominant image or headline that reads from across the room, then a short secondary line, then the details for anyone who comes closer. We test the hierarchy by viewing the design at a reduced size, which simulates seeing it from several metres away.

Large format has its own rules

A file that looks sharp on a laptop can print blurry at A1 or larger. Resolution must be calculated for the final size and viewing distance, and photos need to be good enough for it. Colours also shift between screen and print, especially bright blues and greens.

We set up files at full size with the right resolution, bleed and colour profile, and check that the images will hold up. For billboards and large-format printing, we follow the media owner's or printer's specifications exactly.

Adaptations follow the same hierarchy. A poster recomposed for a digital screen, a social post or a smaller print size keeps the same order of attention.