3 Main Ideas Your Posters Should Communicate

By Carla San Gaspar

Your large format poster is your avenue to motivate your customer to consider or even support your brand. Pushing them to a sale or dictating to them will not work, what works instead are meaningful messages that are informative, familiar, and create positive connections.

Informative:

"What's it got to do with me?" they ask. Your poster is your place to answer. Being informative is more than just sending information; it also considers how your viewers receive this information.

One way is to state your message clearly avoid ambiguity. It even suggests providing statistics and demonstrations. However, there are products and services where the measure of satisfaction is qualitative or is dependent on tastes and preferences.

There is also another kind of information that customers get intuitively. The caption may be the same, but the materials used, the way the caption was written, the colors you chose, and other elements also sends them different signals that can be interpreted in different ways. As they say, the medium is the message.

What your marketing message takes a comprehensive analysis of your business to craft and discover. You should remember though that the intuitive markers should support your message.

Familiarity:

People are not fond of strangers and often treat them with suspicion. The only way a stranger becomes familiar is when someone introduces the stranger to you. Use something familiar to associate with your products and transfer some of their familiarity to you.

Tell a classic story. Let your pictures tell a story your customers can relate to. As much as human experiences are unique and personal, looking at it from a bigger view shows that they are very universal. Always the motivation is pursuit of pleasure and avoidance of pain.

Metaphors are symbols that have achieved a more or less agreed upon meanings to a culture. Use powerful metaphors to associate your product with, the way cars use animals to denote speed and power, or a washing machine pictures a whirlpool.

Build Connection:

Commodities are sold and bought based on need, and are easily replaceable. Human connections on the other hand are built on beliefs and sharing common attitudes. Befriend your customers and find common ground. And as with any friendship, it starts with opening up a conversation.

Let them know what your values are. Creating a subculture is not about creating an entirely different mindset. It's about working on people's predispositions and calling them to surface. It's about finding individuals who are passionate about something and unifying them with other like-minded individuals.

One risky way of building connections is through polarizing a group with your message. Make a stand on a contentious issue and you are likely to find people who will love you immensely while others will hate it. People will use your brand as an identifier and as a social symbol.

Build human relationships. You can on the other hand ride on a popular advocacy and include it on your posters. Sponsor an awareness campaign and offer to shoulder the cost of printing large format poster in exchange for a display space. Or use your posters as a public reminder giving your customers tips and guidelines.

For more information about printing related stuffs can be found at Large Format Posters
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