Telford, PA (PressExposure) November 23, 2009 -- While this is going to be true for most advertising, I think those companies who decide to print posters should be particularly aware of it.
You need to stay focused on your message at all times.
A poster does not give you a lot of space to work with. Because of this, you have to be quite certain what you want to say. I have come across many posters before that seemed to either have three or four messages they are trying to get across, or they are just so diluted that I cannot tell what the first message really was.
The best posters are the ones with a clear, central message to them, and everything about the poster deals with whatever that message happens to be. Now, do not fool yourself into thinking that the message cannot be somewhat broad. What I mean by this is that sometimes you might print posters simply to let people know that you are out there and ready for them. Your only goal is to spread your name.
After all, if you have a sale that you are advertising it is a lot easier to stay on message because your message is so precise. Promoting your store in general can be just as specific as any other kind of poster so long as you know what it is about your store that you are focusing on.
The best kinds of color posters I have seen promoting a store offer three distinctive pieces of information. The first is who the store is, the second is what they do, and the third is how you can get into contact with them.
The headline of your poster will deal with who you are. The text will mention what it is that you do. In addition, the base of the poster will cover all the basic contact information. You are staying completely on message the whole time and promoting your business at the same time.
Now, I have mentioned what you need to do, but what about why you need to do it?
The reason is that people are only going to give so much of their attention to your posters. The more you put in the poster the greater the odds of a person not absorbing all of the information. The odds are better that they will only pick up part of what you are trying to say.
Nevertheless, with a single message you can be sure that they can easily understand it without much trouble. It will only take them a few seconds to get your whole message down, and that is important, because they are probably only going to be looking at your poster for a few seconds.
As I said in the first sentence, this is true of any type of advertising. It does not matter what you are being done, you need to make sure that your message is clear, and that you stick to it.