Very often, marketers use posters in their advertising campaigns. Let's look at how to make it, what to pay attention to when designing, and where it's best to place it.

The poster is real art. Marketers, designers and artists around the world compete in the beauty, effectiveness and uniqueness of their masterpieces.

But creating a poster is not as easy as it might seem. Designers need to consider a ton of details both during the creation process and after. We read, save and learn new things.

What is a poster

Posters are not just beautiful images of celebrities that everyone put on their walls when they were kids. In a broad sense, poster- a catchy image with a short text, made for propaganda, advertising or educational purposes.

A modern poster is primarily associated with advertising, which is not entirely true. Information and design posters are no less popular.

Informational The poster is most often found in the form of various posters. the main objective Such posters convey important cultural information to the audience and announce events.

You can also use specially made posters for decoration.

History of the poster

Despite the fact that the first “traces” of posters are found in Ancient Egypt(images with information about escaped slaves), it is still customary to call the artist the father of the poster. The Frenchman, according to many, is an artist of relatively small talent, which, however, did not prevent him from becoming the creator of a new genre. In 1866, he opened a workshop for the production of lithographic paintings, which was the beginning of the poster.

The posters clearly explained why alcohol is harmful to humans.

Alcohol increases the risk of accidents

Better to wear short hair than to lose them

The casing was too high

How to make a promotional poster

Vivid image

As they call it in marketing - eye-stopper. The main task is to attract attention and arouse curiosity. A non-standard image or a bright picture can act as an eye-stopper.

Use one image and don't forget that the poster will big size, so the picture should be with good resolution!

Heading

The title is optional, but in most cases it won't hurt. Like a picture, it should attract attention, which means it should be read from a distance.

The title can be the name of a promotion, the name of a product, or a message about a sale.

Text

The less text, the better. The font should be large. When arranging the text, you need to highlight the trademark and logo.

Use no more than two fonts: one for the body text, the second for the title.

Color

Choose bright, contrasting colors. Contrasting shades work better together and make the poster easier to read.

Thomas Russell, lecturer at the Institute, shares his tips for creating an advertising poster. modern research at the Association of Advertising Agencies.

• Simplify. Posters should immediately grab attention and quickly convey the main idea.
• Show the benefits of the product.
• Use the power of color. The brighter the advertisement, the better. In moderation.
• Avoid ambiguity. Not everyone can immediately understand your game, accept it and react positively. If you are not 100% sure, it is better not to use ambiguous images and texts.
• The text should be as light and easy to read as possible.

10 signs of a good advertising poster

How and where to place posters

The placement of the poster depends on its type. If this is an advertising poster, then first of all it is placed on the street: special stands, walls of buildings, fences, bus stops - wherever it would be noticed by as many passers-by as possible. It is important that nothing around distracts from the poster or interferes with it. He should be the center of attention.

The same applies to an information poster, for which the main thing is to reach a large audience.

Another thing is decorative posters. Here are some tips for placing them.

Posters look best on plain surfaces. And it doesn’t matter where exactly: in the living room, in the kitchen, in the bathroom or in a restaurant.

In addition, posters can be placed on the wall in different ways.

Horizontal row.

This way you can fill any empty space.

Collage of four posters.

This placement is perfect for rooms with high ceilings.

Symmetrical arrangement.

If you have several posters of the same size, symmetry is for you. In addition, it will help visually balance the interior of the room.

Asymmetrical arrangement.

For such placement it is better to use posters of different sizes. Posters can be hung however you like.

Poster designers

If you try, you can easily make a poster yourself, without even resorting to the help of designers. Check out the very convenient and multifunctional tools for creating posters.

An excellent resource for creating not only posters, but also banners, business cards and various illustrations. You don't need any special skills to draw a cool poster.

A wide range of tools and capabilities for both drawing and image editing. And numerous templates will facilitate and speed up the process.

Online editor. Canva is slightly inferior in its set of tools and templates. However, it is great for quickly creating a simple poster.

Especially for those who want to create their own movie posters!

And there... Unreadable gobbledygook, mixing thousands of services in one poster, lack of a specific offer, faceless cliche words and other copywriting “delights”.

It seems that small and medium business has no idea how to compose text for outdoor advertising, and the design of modern posters leaves much to be desired.

They mold on one square meter There is such a jumble of words, illustrations and numbers that not only in 3 seconds, but also in 3 minutes you won’t be able to figure out what exactly the poster is selling.

And the money is dripping...

The most annoying thing is that most often the owners of companies do not even think about what and how best to write on the poster. Or even entrust this to the designers of the outdoor advertising manufacturer: “Listen, write something there... Well, like “We are open!”

No, as they say, comments.

If you want every penny invested in outdoor advertising to be profitable, then remember these simple but golden rules for composing text.

Remember and apply. It’s already today, otherwise the money is dripping.

No. 1. 3 second rule

No one will ever stop to read the innermost lines of your advertising city light. Especially the drivers.

You have only 3 (or even 2) seconds to do everything: attract attention, convey the essence, provide contact information. The count started.

An example of a successful solution that can be read in 3 seconds:

No. 2. 1 board = 1 thought

Did such boards work? No.

One poster should have one idea. Or a promotion, or a new product, or a special quality.

“Open at night” is laconic and clear. In our case, there would also be a juicy hamburger, promotional announcements, descriptions of new products and a hundred addresses.

No. 3. One board – 3-4 words

Therefore, take your favorite “special offer”, “buy from us”, “largest range” from your heart.

Be clear and specific.

If you can’t do it, it’s better to turn to specialist copywriters

A classic of the genre – 4 words and a block with a logo.

No. 4. Text occupies 30% of the entire media area

If the text occupies a larger or smaller area, it will be difficult to read from a distance.

An example is the previous illustration.

No. 5. Large, very large

A logical continuation of the previous rule.

Ideally, the text should be located on 1/6 of the horizontal surface or 1/8 of the vertical.

In other words, 3-4 words accompanying the picture should not just be large, but very large.

No. 6. 1 board – 1 contact method

Let it be one thing: either a phone number (which is quickly remembered), or a short website address.

Today, QR codes are often used in outdoor advertising.

No. 7. Catchwords

Catchwords have the most difficult task: to make someone passing by look up and remember what is written on the poster.

Forget about templates, familiar phrases, boring words. There should be something on your board that will not only be remembered, but will also force you to take the desired target action.

If you can't think of one, use 2 options:

1. look at these words in Denis Kaplunov’s book “Copywriting of Mass Destruction”
2. turn to professional copywriters for help.

“Win”, “dream”, “place a bet” – these are the very catchy words that immediately hit the bull’s eye of consumer perception.

No. 8. The text matches the picture

The copywriter should always work closely with the designer.

After all, text is a logical continuation of a visual image.

If the text and image are created using different sides barricades, and then suddenly intersect in one layout, then it may turn out like this:

Although here the copywriter and designer most likely misunderstood each other...

No. 9. In corporate style

In pursuit of the wow effect, copywriters often forget about the corporate style and values ​​of the advertised company.

It is not for nothing that we called these rules for composing text for outdoor advertising golden. Use them, and your billboards, city lights, posters and signs will finally bring you golden profits.

If you want to add something, you are welcome to comment.

In contact with

Classmates

Advertising posters need to be designed correctly. They may or may not attract the audience's attention. Either way, posters represent your company. First you need to decide what information you want to convey to the public. Then try to make up short message. The fewer words the better. After that, add a concept, frame your message.

What is the history of the advertising poster

The first posters appeared in Ancient Egypt. Of course, ancient images have nothing in common with modern posters. As you know, slavery flourished in those days, but in rare cases slaves ran away from their masters. The latter needed to post information about what happened, for which advertisements were created. They are the “ancestors” of modern advertising posters.

Culture developed in Ancient Greece and Rome, with the help of posters, the population was informed about upcoming performances and tempting trade offers. As a matter of fact, today we see advertising posters used for similar purposes.

Probably few people know, but the poster has an official birthday, and more precisely a year– 1482. The bookseller Batdold from England was the first to use an advertising poster for the new edition of the Geometry of Euclid. The first poster has not survived to this day; we can only guess what it looked like, but a copy from 1491 has survived. He advertised the chivalric novel La Belle Melusine. This poster is distinguished by the fact that for the first time erotic motifs were depicted on it.

At the end of the 18th century (in 1796), the German Alois Senefelder came up with a new method for printing images. The pattern began to be applied to a special stone using chemical composition, then it was covered with paint, which remained only on the image. This method was much cheaper. Until 1860, advertising posters were printed on a white or colored background, but only with black ink.

The next important stage in the development of advertising posters is the discovery of the chromolithography method. It is a mistake to believe that it belongs to the Frenchman Godefroy Engelman, who in 1838 received two thousand francs for it. In fact, six years earlier, the Russian artist Korniliy Tromonin, using chromolithography, printed illustrations for a book about Prince Svyatoslav. The book sold 600 copies. In addition, Kornily Yakovlevich was the first to create albums with color reproductions of paintings.

The next landmark year was 1865. At this time, printing technology became easier thanks to photochromolithography, invented by Baron von Ransonette of Austria. This method was based on a photographic image and made it possible to obtain almost any shade from the colors blue, red and yellow. In this way, it was possible to make cheap reproductions that conveyed the artist’s natural colors.

In 1866, the graphic artist and set designer Jules Chéret from France founded a small lithograph in the country's capital. He determined what the poster should be - catchy (due to bright colors), concise and so that the text and image can be seen “on the go”, and attention can concentrate on the main thing. He designed more than 1,000 posters, mainly advertising exhibitions and masquerades.

At the end of the 19th century, in 1897, an exhibition of posters and posters was held in St. Petersburg, which attracted people from all over the world. Came to this exhibition a large number of artists with their best works. It was visited by many spectators, everyone was impressed by what they saw. Thus, the poster received universal recognition.

First world war propaganda posters were used that encouraged young people to join the army, help the wounded, sign up for war loans, etc. This is where the history of the social poster began.

In 1917, posters became less and less advertising and became propaganda. Political posters appeared at this time. Artists of the early 20th century (Kazimir Malevich, Alexander Rodchenko, the Shtenberg brothers and El Lissitzky) tried to show in their paintings the social changes taking place in society at that time.

When did the Great Patriotic War, The USSR needed to mobilize all possible resources. One of the ways of calling was a poster. Soviet artists who worked on the TASS Windows project. The images were copied using stencils and hung in Moscow and other cities. We all know the poster “The Motherland is Calling!”, authored by I. Toidze. He appeared a week after the start of the war. The phrase has been translated into all languages Soviet Union, and the circulation amounted to several million copies. I. Toidze depicted a generalized image of the Fatherland. A simple Russian woman is excited by everything that is happening and demonstrates an inviting gesture.

Social posters were very common, but don't forget about advertising posters. It is a mistake to assume that the advertising poster appeared in Russia recently. Its story begins in 1925, when a poster encouraged people to buy stocks joint stock company"Dobrolet" The advertisement was very aggressive and read: “He is not a citizen of the USSR who is not a Dobroleta shareholder.” Nevertheless, this approach had a positive effect, since the capital of the joint-stock company increased 2.5 times over the year.

The Soviet economy was destroyed due to wars, and Soviet society suffered from revolutions. Advertising posters contributed to the development of both the economy and society. They promoted various products, including hygiene products and healthy image life.

1) Lengiz

This is a poster from 1925, which depicts a Komsomol girl in a headscarf. This is exactly how Komsomol activists walked in the 1920-1930s. This poster calls for overcoming illiteracy in the USSR. Lengiz is the Leningrad State Publishing House. The authors of the poster are artist Rodchenko A.M. and photo reporter L. Brik.

2) Mosselprom

3) LED

SID - Sokolniki Correctional House, in which the Hercules oatmeal factory was located.

4) Yeast and alcohol

5) Rezinotrest

This poster was also designed by A. Rodchenko and V. Mayakovsky in 1923. He advertises that pacifiers for children were produced by Rezinotrest.

6) GUM

7) Magazine "Crocodile"

IN Soviet time The satirical magazine "Crocodile" was published. The advertising poster was created in 1925 by S. Senkin. The poster features a photo cartoon.

8) State plant "Zarya"

The poster was created by N. Shuvalov in 1926 and advertises cream soda - a drink of the 2nd state plant "Zarya", which operated in Rostov-on-Don. The man on the advertising poster tries the drink blindfolded, but nevertheless easily recognizes cream soda.

What types of advertising posters are used today?

Playbill

For the theater, the main thing is the corpse and the game. Corporate style and individuality sometimes fade into the background. Some theaters don’t even have enough money for decorations and costumes for actors, so very little attention is paid to posters. Previously, posters were designed only in single copies. They were often created on our own. Over time, more and more theaters are financed by private individuals, and therefore theater posters are ordered in large quantities.

Information and advertising poster

Such a poster not only advertises, but also notifies the target audience about planned exhibitions, cultural events, etc. He offers specific products and services, uses certain points to attract public attention.

Political, propaganda poster

Before the First World War, political posters were used for commercial advertising purposes, but after that they began to serve more and more purposes. Political advertising appeared.

Among wartime posters, three groups can be distinguished:

1. Conscription of soldiers into the armed forces.
2. Raising funds for the war.
3. Showing the whole world the face of the enemy.

War posters around the world were printed for two purposes: to inform the population about something and to arouse in them a negative attitude towards the enemy. Wherever the posters were created, in the USSR or Germany, they differed little in structure. During World War II, propaganda and political posters were actively printed all over the world.

Currently, in our country, on the eve of elections, various posters are created depicting candidates and their slogans. The designs come in a wide variety, using the latest developments to effectively influence voters.

Movie poster

The cost of making a film includes not only the cost of filming, but also the cost of running an advertising campaign. Posters are often used for these purposes. As a rule, several variants are produced, but with the same style and design. A movie poster should convey the main mood of the film and emotions.

Music posters

When a musician plans a tour, he prepares various products: T-shirts, stickers, badges, souvenirs, logos, posters with the image of a celebrity. Fans buy products before concerts, so products do not stay on display for long.

Typically, a music poster contains a portrait of the artist or band. Symbols with a certain meaning, graphics, etc. are applied to it. Sometimes posters are dedicated to a specific song.

Not all performers like to put their portrait on the poster. Often the basis is a graphic collage, a drawing, or abstract font compositions are printed.

Sports poster

Advertising posters are also used for sporting events, either Olympic Games or even a regional competition of athletes. Fans spare no expense in purchasing a poster with their idol. When developing sports posters, the psychology of fans is always taken into account; product design technologies fade into the background.

Social poster

Social media posters are usually designed in an edgy style so that people are sure to pay attention to it. The reader should retain in his head a specific image and thoughts that the creators put into the poster. As a rule, they succeed in their plans, and the poster hits a person’s perception. Such products, of course, will not change the world, but perhaps they will force people to change something in their lives.

How are advertising posters printed?

Printing methods for posters and banners:

1. Offset printing of posters and banners:

• low cost of posters for large circulations;
• high quality printing;
• use of special paints.

2. Digital printing of posters and banners:

• printing A3 posters in small editions;
• urgent printing of posters in one day.

3. Large format printing of posters and banners

• printing large format posters;
• circulation from one copy;
• high quality poster printing 720-1440 dpi.

Additional processing of posters and banners:

• lamination of posters with matte and glossy laminating film;
• use of UV varnish, selective and structural;
• foil stamping on banners and posters;
• embossing;
• lamination (rolling onto foam board and plastic);
• cutting – production of posters of individual shapes and sizes;
• gluing double-sided tape to posters and banners;
• installation of piccolo, eyelets, frames, holders;
• racks, frames, profiles.

What is the most popular format of advertising posters?

A4 format. Size ≈ 21cm x 30cm

Such posters are suitable for small spaces; they are also used in multifunctional stands. The A4 format is ideal for placing educational or promotional information in a small area.

A3 format. Size ≈ 42cm x 30cm

As a rule, this format is used to post campaign information. It is suitable for any room. Typically, posters of this format are placed in corridors, on staircases, in laboratories, and also in production rooms. The material you can use is banner fabric or plastic. In this case, the advertising poster can be placed on the facade of the building.

A2 format. Size ≈ 42cm x 60cm

Educational material is presented on A2 size posters. Accordingly, they are located where training is carried out: in halls, classrooms, laboratories, etc.

A1 format, size ≈ 84cm x 60cm

Posters of this format are usually used for propaganda. They print large images and some text in large font, because it should be possible to read it from afar. If the posters are far from the eyes, then the fullness of perception is not lost. They are placed outdoors or in large spaces such as classrooms, lecture halls, auditoriums, and hallways.

Create a unique design, and specialists will process the images, the high quality of which is very important when printing. If you use wide format printing of excellent quality, you will get bright colors, and the poster will last you a long time.

A0 format posters = 841x1189 mm

This format can be used to print advertising posters and is also used for scientific and decorative purposes. From the A series, the A0 format is the largest. If you need to interest viewers at a long distance and present the material brightly, then it is better to use A0.

The poster can contain pictures, text, tables, and diagrams. They are used in clinics, at scientific conferences, and in educational institutions.

You can decorate a room with large posters if you print portraits, photos of landscapes, reproductions of paintings, frame them and hang them on the walls. In short, the A0 format is perfect for interior design.

But still, large posters are mainly used for advertising. Manufacturers order large quantities of A0 format posters and hang them in as many people as possible.

Where is advertising posters allowed?

You need to know the rules for placing outdoor advertising, but the peculiarity is that each city in Russia has its own rules. Let's consider the Moscow norms. In the capital, in 2013, rules were adopted according to which Moscow is divided into Center, North, South, West and East. Each territory allows certain types of structures.

There are very strict restrictions in the center of Moscow: screens, banners and 3x6 boards are prohibited.

Thirteen formats of outdoor advertising are allowed: media facade, supersite 15x5 meters, advertising on a public toilet/kiosk, at bus stops, balloon, cityboard 2.4x1.8 or 3.7x2.7 meters, superboard 12x4 meters, billboard 3x6 meters, stand for posters, balloon, poster stand, city format 1.2x1.8 meters.

Signs are allowed to be placed on buildings on the first or second floor, not higher. Streamers with logos are prohibited on balconies, canopies, stucco moldings of buildings, roofs, and columns in the center of Moscow. Company signs located in houses must be located only within the area of ​​the company premises, and the size cannot exceed half a meter in height and 60 percent of the length of the facade (but not more than 10 meters).

When creating a sign design, take into account the architectural features of the building in which the business is located. The advertising poster must fit into the urban environment. Various materials can be used, with stone, metal, glass and wood being preferred. It is prohibited to post contacts and advertising text.

Colored decorative panels are often used to display signage. In fact, this is allowed, but if your company is located in the city center, then it is better not to use the “underlay”, as it spoils the appearance of the building. Historical buildings are prohibited from being covered with decorative panels.

Since 2013, work has been underway to restore order in the outdoor advertising market. As a result, advertising decreased by seventy percent. Hundreds of obtrusive signs and approximately 40,000 advertising structures have disappeared from the streets.

What are the stages of creating an advertising poster?

Outdoor advertising must convey its message to the target audience. Motorists can only focus their attention on an advertising poster for 3-5 seconds, so the message must be as accurate and memorable as possible. If you focus on pedestrians, then they have more time - about half a minute.

For an advertising poster to be effective, you need to go through several stages. It is better to hire specialists for this, especially if you own a large brand. However, history knows many successful examples when advertising projects were developed by freelancers and were very successful.

The article will not touch on the marketing component; we will only consider the stages associated with communications.

Stage 1. Strategy.

Developing an advertising message begins with strategy. You need to understand how you can attract the target audience on a subconscious level (insight). Advertising communications will be based on this. In particular, the Apple brand uses such insight - “Think different!” That is, if you want to be different from everyone else, use Apple products. The Nike brand uses the “Just do it!” insight, which encourages you to prove to yourself that nothing is impossible in this world, you need to overcome self-doubt.

Stage 2. Creativity, art direction and copywriting.

Once you come up with a strategy, you need to generate advertising campaign ideas. They must correspond to the insight and meet the needs of the brand’s target audience, including aesthetic ones. At the second stage, the visual part is developed, the color scheme is determined, images and a slogan are invented.

Many ideas invented by creatives change beyond recognition at this stage, because all people imagine any image completely differently. Designers are engaged in giving pictures rigidity or flexibility, conservativeness or innovation, strength or lightness, aggressiveness or friendliness.

How to create an advertising poster yourself

If you yourself decide to develop an advertising poster for a company or some product, then it will take a lot of effort so that you are not only satisfied with the result, but also for this poster to work. Advertising should attract the attention of the target audience and create a positive image of the enterprise. To do this you need to be guided certain rules. Below are instructions for creating an advertising poster.

Step 1. Download and install the graphic editor. To create an advertising poster you need some kind of graphic editor. For example, Adobe Photoshop or Coral Draw. If you have already worked with any other program, then you can use it. Please note that the program must be purchased. If it turns out that the poster was made from a pirated version, you will be fined and the poster will have to be removed.

Step 2. We go through several lessons on mastering the basic functions of the editor. For creating advertising leaflet You don’t have to study the program thoroughly, just understand the basic functions. If you study the tool well, then developing an advertisement will not take much time, and the project will turn out to be original.

Step 3. Start with an idea. First, create a layout, think over the main highlight so that the poster is attractive. It must have a specific thought that will attract attention or stay in the head for a long time, just like the advertisement itself.

Step 4. Let's draw 2-5 options, depending on the number of ideas you have. Create simple layouts, select pictures for them, sample fonts and think about where the text will be located. From the resulting layouts, select the three most successful in your opinion and modify them. Don't settle on one option, even if you think it's the best. Choose a few more, and you may find that one of them is more presentable.

Step 5. Don't forget to set the poster parameters at the very beginning of work. You need to know the dimensions of the advertising poster at the very beginning. If you design a poster in one size, and then, having found out the necessary parameters, stretch it, you will end up with a blurry drawing.

The best advertising posters: 5 components

1. Eye-stopper. This is what the consumer can “catch onto” in your advertising. To make an advertising poster memorable, you need to surprise and amaze the audience.

2. Poster title mandatory, it emphasizes the importance of advertising. The title should be written in a clear font and highlighted in a color that is very different from the background.

3. Brevity is the sister of talent. This rule also applies to advertising posters. Make the font large and easy to read; it should not compete with the title. And place a trademark or logo in the corner.

4. Contact information. Don't forget to place it on your advertising poster. Otherwise, where should a person who is interested in your offer turn? As a rule, it is located at the bottom of the poster.

5. Game of colors. It is better to use bright colors that catch the eye, otherwise your advertising will go unnoticed. Try it yellow, it is easy to remember.

How much do custom advertising posters cost?

If you need an advertising poster in A1, A2 or A3 format, then its price depends on the method of production. There are two main options – offset and digital printing. It is difficult to say which one will be cheaper, since it depends on the number of copies and the time spent.

The price is influenced not only by technology, but also by the quality of the media. To find out the cost of a poster, poster or placard, decide what margin of safety of the product you need.

Regular paper is cheap, but if you are advertising on the street, it will not last long. Photo paper, vinyl film, etc. will be more reliable than plain paper.

Where and how to order an advertising poster

Are you thinking about where to order an advertising poster? Surely you want the materials to be of high quality, the prices to be reasonable, and the order to be completed in a timely manner. at the right time? Then contact reputable printing houses, they will be able to satisfy all your requirements.

The SlovoDelo printing house is one of such companies. It has been on the market for more than 15 years and provides customers with high-quality advertising products. In addition to advertising, our specialists are engaged in packaging, producing calendars, POS materials, etc.

The SlovoDelo company works with its clients in stages:

1. Receive a request and estimate the cost.

To determine the price, provide the manager with the following information:

• Do you have a ready-made advertising poster layout, or does it need to be modified, or even developed from scratch?
• number of copies;
• product format;
• chromaticity (colorfulness);
• paper type and thickness;
• Is additional finishing required?

The SlovoDelo printing house accepts orders for the production of any edition of products.

2. Agreement and payment.

• For the first order - prepayment of 100% by non-cash method.
• For regular customers, other payment options are possible; the terms are discussed individually with your manager.

15.12.2014

A poster is a type of printed advertisement or a bright advertising publication that has a large format. Have you set a goal to attract attention to your advertising? Then they will help you different kinds posters. Let's say you can choose an advertising poster or a poster calendar.

Poster design and concept

Based on the purpose of creation, posters can be classified into:

• Image;
• Advertising;
• Propaganda;
• Informational;
• Revolutionary.

It is customary to identify several format standards that are most widely used for posters:

• A3 (budget, relatively low-effective);
• A2 (optimal in most cases for large and medium circulations);
• A1 (large);
• A0 and more (ultra-wide image posters).

When developing the composition of posters, they proceed from the rule of generalization of forms. It should contain the most significant elements - a graphic spot and an advertising message. As for color, it should be as simple as possible, and all attention should be focused on the advertised product. Buy what to expect, and more...

Each poster is designed to solve common task- arouse interest on the part of passers-by and inform the public about something.

The poster must be designed in such a way that it can be seen from afar. It must be borne in mind that the poster should not contain a cold blue color, which causes a state of relaxation. It is important that the consumer is focused on the product. It should make him want to make a purchase.

Types of posters

1. Playbill. Characteristic feature Any theater that is popular all over the world has its own corporate style. But not every theater has it. Besides, in general, this has no meaning for the theater. of great importance. Everything is decided by his actors and their performance. They don’t have very much money at their disposal, with which it is impossible to buy scenery and costumes. This also applies to posters. In this regard, theater workers themselves are often involved in their creation. But gradually everything is changing. Increasingly, cases arise when funds for the organization of theatrical performances are allocated not by the municipality, but by private individuals. After all, staging takes a lot of time and effort. So there will be great disappointment if information about the performance does not reach the audience due to weak media support and cheap visual advertising.
2. Political propaganda poster. Although today various types of posters have become widespread in many areas, before the First World War they were assigned the role of exclusively commercial advertising. But against the backdrop of loud political events events that occurred in our country and abroad, and in addition to the war, a new direction in posters became relevant. It's about political advertising.
3. Movie poster. Nowadays, when making almost any film, advertising costs are necessarily taken into account, including the creation of a series of posters. A series is usually represented by a group of posters that share a common visual style. The created movie posters are designed to tell about the main mood of the film, what emotional condition he carries with him.
4. Music posters. The basis of the content of music posters is formed by tables (individual and group portraits of musicians), which are certainly supplemented by the logo of the musical group or a new album. There are often cases when posters express the symbolism, graphics and photographs of an album that is about to be released or is under development. It's not often that posters use a specific song as the main theme.
5. Sports poster. Such posters can often be seen on the eve of the next world or European championship, NHL championship or Stanley Cup. The main hopes are associated with sports fans who will not skimp on purchasing a portrait of their idol. Almost the same compositional techniques are used here as in the case of modern posters. If we talk about marketing moves, then there is a complete analogy, although we must take into account the peculiarities of the psychology of fans.
6. Social poster. Posters that feature a sharp, decisive composition that immediately hits the eye and mind are likely to achieve the best results. Although social posters cannot have a serious impact on the world, they can still Once again remind you that the time for change has long come.
7. Posters for exhibitions. Those who have a retail store where they offer customers chewing gum When purchasing a wholesale batch of this product again, they can find in the same box a poster describing the advantages of this elastic band, a couple of stickers dedicated to a similar topic, and a small stand on which it is convenient to store the product. If you buy a container of this product, the seller can expect a whole bunch of posters of various sizes, which can be complemented by a table and chair decorated with a label. Those who buy this product in particularly large quantities can also count on receiving canvas pavilions, which will be accompanied by the obligatory signs and billboards for posters.

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Advertising posters need to be designed correctly. They may or may not attract the audience's attention. Either way, posters represent your company. First you need to decide what information you want to convey to the public. Then try to write a short message. The fewer words the better. After that, add a concept, frame your message.

What is the history of the advertising poster

The first posters appeared in Ancient Egypt. Of course, ancient images have nothing in common with modern posters. As you know, slavery flourished in those days, but in rare cases slaves ran away from their masters. The latter needed to post information about what happened, for which advertisements were created. They are the “ancestors” of modern advertising posters.

Culture developed; in Ancient Greece and Rome, with the help of posters, the population was informed about upcoming performances and tempting trade offers. As a matter of fact, today we see advertising posters used for similar purposes.

Probably few people know, but the poster has an official birthday, or rather the year – 1482. Bookseller Batdold from England was the first to use an advertising poster for the new edition of “The Geometry of Euclid”. The first poster has not survived to this day; we can only guess what it looked like, but a copy from 1491 has survived. He advertised the chivalric novel La Belle Melusine. This poster is distinguished by the fact that for the first time erotic motifs were depicted on it.

At the end of the 18th century (in 1796), the German Alois Senefelder came up with a new method for printing images. The design began to be applied to a special stone using a chemical composition, then it was covered with paint, which remained only on the image. This method was much cheaper. Until 1860, advertising posters were printed on a white or colored background, but only with black ink.

The next important stage in the development of advertising posters is the discovery of the chromolithography method. It is a mistake to believe that it belongs to the Frenchman Godefroy Engelman, who in 1838 received two thousand francs for it. In fact, six years earlier, the Russian artist Korniliy Tromonin, using chromolithography, printed illustrations for a book about Prince Svyatoslav. The book sold 600 copies. In addition, Kornily Yakovlevich was the first to create albums with color reproductions of paintings.

The next landmark year was 1865. At this time, printing technology became easier thanks to photochromolithography, invented by Baron von Ransonette of Austria. This method was based on a photographic image and made it possible to obtain almost any shade of blue, red and yellow. In this way, it was possible to make cheap reproductions that conveyed the artist’s natural colors.

In 1866, the graphic artist and set designer Jules Chéret from France founded a small lithograph in the country's capital. He determined what a poster should be - catchy (due to bright colors), concise and so that the text and image could be seen “on the go”, and attention could concentrate on the main thing. He designed more than 1,000 posters, mainly advertising exhibitions and masquerades.

At the end of the 19th century, in 1897, an exhibition of posters and posters was held in St. Petersburg, which attracted people from all over the world. A large number of artists came to this exhibition with their best works. It was visited by many spectators, everyone was impressed by what they saw. Thus, the poster received universal recognition.

During World War I, propaganda posters were used that encouraged young people to join the army, help the wounded, sign up for war loans, etc. This is where the history of the social poster began.

In 1917, posters became less and less advertising and became propaganda. Political posters appeared at this time. Artists of the early 20th century (Kazimir Malevich, Alexander Rodchenko, the Shtenberg brothers and El Lissitzky) tried to show in their paintings the social changes taking place in society at that time.

When the Great Patriotic War began, the USSR needed to mobilize all possible resources. One of the ways of calling was a poster. Soviet artists who worked on the TASS Windows project. The images were copied using stencils and hung in Moscow and other cities. We all know the poster “The Motherland is Calling!”, authored by I. Toidze. He appeared a week after the start of the war. The phrase was translated into all languages ​​of the peoples of the Soviet Union, and the circulation amounted to several million copies. I. Toidze depicted a generalized image of the Fatherland. A simple Russian woman is excited by everything that is happening and demonstrates an inviting gesture.

Social posters were very common, but don't forget about advertising posters. It is a mistake to assume that the advertising poster appeared in Russia recently. Its story begins in 1925, when a poster called on people to buy shares of the Dobrolet joint-stock company. The advertisement was very aggressive and read: “He is not a citizen of the USSR who is not a Dobroleta shareholder.” Nevertheless, this approach had a positive effect, since the capital of the joint-stock company increased 2.5 times over the year.

The Soviet economy was destroyed due to wars, and Soviet society suffered from revolutions. Advertising posters contributed to the development of both the economy and society. They promoted various products, including hygiene and healthy lifestyle items.

1) Lengiz

This is a poster from 1925, which depicts a Komsomol girl in a headscarf. This is exactly how Komsomol activists walked in the 1920-1930s. This poster calls for overcoming illiteracy in the USSR. Lengiz is the Leningrad State Publishing House. The authors of the poster are artist Rodchenko A.M. and photo reporter L. Brik.

2) Mosselprom

3) LED

SID - Sokolniki Correctional House, in which the Hercules oatmeal factory was located.

4) Yeast and alcohol

5) Rezinotrest

This poster was also designed by A. Rodchenko and V. Mayakovsky in 1923. He advertises that pacifiers for children were produced by Rezinotrest.

6) GUM

7) Magazine "Crocodile"

During Soviet times, the satirical magazine "Crocodile" was published. The advertising poster was created in 1925 by S. Senkin. The poster features a photo cartoon.

8) State plant "Zarya"

The poster was created by N. Shuvalov in 1926 and advertises cream soda - a drink of the 2nd state plant "Zarya", which operated in Rostov-on-Don. The man on the advertising poster tries the drink blindfolded, but nevertheless easily recognizes cream soda.

What types of advertising posters are used today?

Playbill

For the theater, the main thing is the corpse and the game. Corporate style and individuality sometimes fade into the background. Some theaters don’t even have enough money for decorations and costumes for actors, so very little attention is paid to posters. Previously, posters were designed only in single copies. They were often created on their own. Over time, more and more theaters are financed by private individuals, and therefore theater posters are ordered in large quantities.

Information and advertising poster

Such a poster not only advertises, but also notifies the target audience about planned exhibitions, cultural events, etc. He offers specific products and services, uses certain points to attract public attention.

Political, propaganda poster

Before the First World War, political posters were used for commercial advertising purposes, but after that they began to serve more and more purposes. Political advertising appeared.

Among wartime posters, three groups can be distinguished:

1. Conscription of soldiers into the armed forces.
2. Raising funds for the war.
3. Showing the whole world the face of the enemy.

War posters around the world were printed for two purposes: to inform the population about something and to arouse in them a negative attitude towards the enemy. Wherever the posters were created, in the USSR or Germany, they differed little in structure. During World War II, propaganda and political posters were actively printed all over the world.

Currently, in our country, on the eve of elections, various posters are created depicting candidates and their slogans. The designs come in a wide variety, using the latest developments to effectively influence voters.

Movie poster

The cost of making a film includes not only the cost of filming, but also the cost of running an advertising campaign. Posters are often used for these purposes. As a rule, several variants are produced, but with the same style and design. A movie poster should convey the main mood of the film and emotions.

Music posters

When a musician plans a tour, various products are prepared: T-shirts, stickers, badges, souvenirs, logos, posters with the image of a celebrity. Fans buy products before concerts, so products do not stay on display for long.

Typically, a music poster contains a portrait of the artist or band. Symbols with a certain meaning, graphics, etc. are applied to it. Sometimes posters are dedicated to a specific song.

Not all performers like to put their portrait on the poster. Often the basis is a graphic collage, a drawing, or abstract font compositions are printed.

Sports poster

Advertising posters are also used for sporting events, be it the Olympic Games or even a regional sports competition. Fans spare no expense in purchasing a poster with their idol. When developing sports posters, the psychology of fans is always taken into account; product design technologies fade into the background.

Social poster

Social media posters are usually designed in an edgy style so that people are sure to pay attention to it. The reader should retain in his head a specific image and thoughts that the creators put into the poster. As a rule, they succeed in their plans, and the poster hits a person’s perception. Such products, of course, will not change the world, but perhaps they will force people to change something in their lives.

How are advertising posters printed?

Printing methods for posters and banners:

1. Offset printing of posters and banners:

• low cost of posters for large circulations;
• high quality printing;
• use of special paints.

2. Digital printing of posters and banners:

• printing A3 posters in small editions;
• urgent printing of posters in one day.

3. Large format printing of posters and banners

• printing large format posters;
• circulation from one copy;
• high quality poster printing 720-1440 dpi.

Additional processing of posters and banners:

• lamination of posters with matte and glossy laminating film;
• use of UV varnish, selective and structural;
• foil stamping on banners and posters;
• embossing;
• lamination (rolling onto foam board and plastic);
• cutting – production of posters of individual shapes and sizes;
• gluing double-sided tape to posters and banners;
• installation of piccolo, eyelets, frames, holders;
• racks, frames, profiles.

What is the most popular format of advertising posters?

A4 format. Size ≈ 21cm x 30cm

Such posters are suitable for small spaces; they are also used in multifunctional stands. The A4 format is ideal for placing educational or promotional information in a small area.

A3 format. Size ≈ 42cm x 30cm

As a rule, this format is used to post campaign information. It is suitable for any room. Typically, posters of this format are placed in corridors, on staircases, in laboratories, and also in production rooms. The material you can use is banner fabric or plastic. In this case, the advertising poster can be placed on the facade of the building.

A2 format. Size ≈ 42cm x 60cm

Educational material is presented on A2 size posters. Accordingly, they are located where training is carried out: in halls, classrooms, laboratories, etc.

A1 format, size ≈ 84cm x 60cm

Posters of this format are usually used for propaganda. They print large images and some text in large font, because it should be possible to read it from afar. If the posters are far from the eyes, then the fullness of perception is not lost. They are placed outdoors or in large spaces such as classrooms, lecture halls, auditoriums, and hallways.

Create a unique design, and specialists will process the images, the high quality of which is very important when printing. If you use excellent quality large format printing, you will get vibrant colors and your poster will last a long time.

A0 format posters = 841x1189 mm

This format can be used to print advertising posters and is also used for scientific and decorative purposes. From the A series, the A0 format is the largest. If you need to interest viewers at a long distance and present the material brightly, then it is better to use A0.

The poster can contain pictures, text, tables, and diagrams. They are used in clinics, at scientific conferences, and in educational institutions.

You can decorate a room with large posters if you print portraits, photos of landscapes, reproductions of paintings, frame them and hang them on the walls. In short, the A0 format is perfect for interior design.

But still, large posters are mainly used for advertising. Manufacturers order large quantities of A0 format posters and hang them in as many people as possible.

Where is advertising posters allowed?

You need to know the rules for placing outdoor advertising, but the peculiarity is that each city in Russia has its own rules. Let's consider the Moscow norms. In the capital, in 2013, rules were adopted according to which Moscow is divided into Center, North, South, West and East. Each territory allows certain types of structures.

There are very strict restrictions in the center of Moscow: screens, banners and 3x6 boards are prohibited.

Thirteen formats of outdoor advertising are allowed: media facade, supersite 15x5 meters, advertising on a public toilet/kiosk, at bus stops, balloon, cityboard 2.4x1.8 or 3.7x2.7 meters, superboard 12x4 meters, billboard 3x6 meters, stand for posters, balloon, poster stand, city format 1.2x1.8 meters.

Signs are allowed to be placed on buildings on the first or second floor, not higher. Streamers with logos are prohibited on balconies, canopies, stucco moldings of buildings, roofs, and columns in the center of Moscow. Company signs located in houses must be located only within the area of ​​the company premises, and the size cannot exceed half a meter in height and 60 percent of the length of the facade (but not more than 10 meters).

When creating a sign design, take into account the architectural features of the building in which the business is located. The advertising poster must fit into the urban environment. Various materials can be used, with stone, metal, glass and wood being preferred. It is prohibited to post contacts and advertising text.

Colored decorative panels are often used to display signage. In fact, this is allowed, but if your company is located in the city center, then it is better not to use the “underlay”, as it spoils the appearance of the building. Historical buildings are prohibited from being covered with decorative panels.

Since 2013, work has been underway to restore order in the outdoor advertising market. As a result, advertising decreased by seventy percent. Hundreds of obtrusive signs and approximately 40,000 advertising structures have disappeared from the streets.

What are the stages of creating an advertising poster?

Outdoor advertising must convey its message to the target audience. Motorists can only focus their attention on an advertising poster for 3-5 seconds, so the message must be as accurate and memorable as possible. If you focus on pedestrians, then they have more time - about half a minute.

For an advertising poster to be effective, you need to go through several stages. It is better to hire specialists for this, especially if you own a large brand. However, history knows many successful examples when advertising projects were developed by freelancers and were very successful.

The article will not touch on the marketing component; we will only consider the stages associated with communications.

Stage 1. Strategy.

Developing an advertising message begins with strategy. You need to understand how you can attract the target audience on a subconscious level (insight). Advertising communications will be based on this. In particular, the Apple brand uses such insight - “Think different!” That is, if you want to be different from everyone else, use Apple products. The Nike brand uses the “Just do it!” insight, which encourages you to prove to yourself that nothing is impossible in this world, you need to overcome self-doubt.

Stage 2. Creativity, art direction and copywriting.

Once you come up with a strategy, you need to generate advertising campaign ideas. They must correspond to the insight and meet the needs of the brand’s target audience, including aesthetic ones. At the second stage, the visual part is developed, the color scheme is determined, images and a slogan are invented.

Many ideas invented by creatives change beyond recognition at this stage, because all people imagine any image completely differently. Designers are engaged in giving pictures rigidity or flexibility, conservativeness or innovation, strength or lightness, aggressiveness or friendliness.

How to create an advertising poster yourself

If you yourself decide to develop an advertising poster for a company or some product, then it will take a lot of effort so that you are not only satisfied with the result, but also for this poster to work. Advertising should attract the attention of the target audience and create a positive image of the enterprise. To do this, you need to follow certain rules. Below are instructions for creating an advertising poster.

Step 1. Download and install the graphic editor. To create an advertising poster you need some kind of graphic editor. For example, Adobe Photoshop or Coral Draw. If you have already worked with any other program, then you can use it. Please note that the program must be purchased. If it turns out that the poster was made from a pirated version, you will be fined and the poster will have to be removed.

Step 2. We go through several lessons on mastering the basic functions of the editor. To create an advertising leaflet, you don’t have to study the program thoroughly, just understand the basic functions. If you study the tool well, then developing an advertisement will not take much time, and the project will turn out to be original.

Step 3. Start with an idea. First, create a layout, think over the main highlight so that the poster is attractive. It must have a specific thought that will attract attention or stay in the head for a long time, just like the advertisement itself.

Step 4. Let's draw 2-5 options, depending on the number of ideas you have. Create simple layouts, select pictures for them, sample fonts and think about where the text will be located. From the resulting layouts, select the three most successful in your opinion and modify them. Don't settle on one option, even if you think it's the best. Choose a few more, and you may find that one of them is more presentable.

Step 5. Don't forget to set the poster parameters at the very beginning of work. You need to know the dimensions of the advertising poster at the very beginning. If you design a poster in one size, and then, having found out the necessary parameters, stretch it, you will end up with a blurry drawing.

The best advertising posters: 5 components

1. Eye-stopper. This is what the consumer can “catch onto” in your advertising. To make an advertising poster memorable, you need to surprise and amaze the audience.

2. Poster title mandatory, it emphasizes the importance of advertising. The title should be written in a clear font and highlighted in a color that is very different from the background.

3. Brevity is the sister of talent. This rule also applies to advertising posters. Make the font large and easy to read; it should not compete with the title. And place a trademark or logo in the corner.

4. Contact information. Don't forget to place it on your advertising poster. Otherwise, where should a person who is interested in your offer turn? As a rule, it is located at the bottom of the poster.

5. Game of colors. It is better to use bright colors that catch the eye, otherwise your advertising will go unnoticed. Try yellow, it's easy to remember.

How much do custom advertising posters cost?

If you need an advertising poster in A1, A2 or A3 format, then its price depends on the method of production. There are two main options – offset and digital printing. It is difficult to say which one will be cheaper, since it depends on the number of copies and the time spent.

The price is influenced not only by technology, but also by the quality of the media. To find out the cost of a poster, poster or placard, decide what margin of safety of the product you need.

Regular paper is cheap, but if you are advertising on the street, it will not last long. Photo paper, vinyl film, etc. will be more reliable than plain paper.

Where and how to order an advertising poster

Are you thinking about where to order an advertising poster? Surely you want the materials to be of high quality, the prices to be reasonable, and the order to be completed on time? Then contact reputable printing houses, they will be able to satisfy all your requirements.

The SlovoDelo printing house is one of such companies. It has been on the market for more than 15 years and provides customers with high-quality advertising products. In addition to advertising, our specialists are engaged in packaging, producing calendars, POS materials, etc.

The SlovoDelo company works with its clients in stages:

1. Receive a request and estimate the cost.

To determine the price, provide the manager with the following information:

• Do you have a ready-made advertising poster layout, or does it need to be modified, or even developed from scratch?
• number of copies;
• product format;
• chromaticity (colorfulness);
• paper type and thickness;
• Is additional finishing required?

The SlovoDelo printing house accepts orders for the production of any edition of products.

2. Agreement and payment.

• For the first order - prepayment of 100% by non-cash method.
• For regular customers, other payment options are possible; the terms are discussed individually with your manager.