We explain what a poster is, how it originated and the types that exist. We also explain its characteristics, elements and some examples.
What are posters?
A poster is the physical support of some type of advertisement, message or artistic design. It generally consists of a sheet of paper, cardboard or some similar material, on which visual and/or textual or typographic content is inscribed.
The shapes and sizes of a poster, as well as The materials used in their manufacture can vary greatly., depending on its purpose and context of use. But in any case, it usually contains a combination of text and images that captures attention.
This is because it is one of the oldest and most popular forms of mass communication of humanity, but it works on a very small scale. Its reach is limited to those who are physically in the vicinity.
See also: Advertising messages
Origin of the poster
It is difficult to pinpoint what the first poster in history was, but we do know that the cultures of classical antiquity They were used to communicate royal laws and decrees to the population.
They were usually written on the wall or carved on stone sheets that were placed in visible places.
Two events revolutionized the idea of the poster in history:
- The invention of paper by the Chinese, since sheets of this material were light, cheap and ideal for cutting into different sizes. In their case, they were written with brushes and black paint, given their particular writing and calligraphy.
- The invention of the printing press in 15th century Europe, which allowed the mechanization of paper inking processes and thus the manufacturing of not only books more quickly and massively, but also posters and other types of communications.
Poster functions
Posters They fulfill a primary function: to informIn some cases, they provide information for public use, such as precautions or instructions. In other cases, the information may be aimed at promoting products or may be used as a protest mechanism.
In all cases They are vehicles of a message. That is to say, they always have the task of being read by someone and generating a reaction of some kind in that person.
Types of posters
Posters can be classified, first of all, based on their informative purpose:
- Informative sign. These are those that transmit an objective and timely message, that is, they provide specific, specific information. For example: traffic signs, which indicate the remaining kilometers to a certain destination.
- Advertising posters. Those whose task is to influence people’s consumption patterns and disseminate certain products or services, that is, those that are part of advertising. For example: posters advertising a new brand of cleaner, on a billboard on the highway.
- Regulatory signs. This is the term used to refer to those who seek to influence the behavior of readers or viewers, to make them conform to the regulations of the place or to make them aware of some kind of law of conduct that governs them. For example: a sign in a library that asks for silence in the reading room.
- Promotional posters. Those that aspire to disseminate some non-commercial content among their target audience, such as film posters, posters for plays, fairs, events, or electoral posters when there is a political campaign, etc.
- Artistic or decorative signs. They are those that do not have a specific informative function, but are harmonious, beautiful or documentary, so their incorporation into an environment has more to do with an aesthetic consideration. For example: an advertising poster from the last century placed in a restaurant.
- Protest signs. Those that are made for the purposes of social or political agitation, such as those worn by protesters in a rally, or those that some groups and social groups attach to the walls, often with satires and messages of discontent.
Elements that compose it
The elements of every poster are usually of two types:
- Textual. Written information, either in type or by hand, that can later be retrieved by viewers.
- Graphics. Images, photographs and other visual elements that accompany the message (or sometimes are the message).
Usual sizes
Posters can be virtually any size you want. However, there are some common standard printing sizes, such as:
- A4. Posters measuring 19.7 x 21 cm.
- A3. Posters measuring 29.7 x 42 cm.
- A2. Posters 42 x 59.4 cm.
- A1. Posters 89.04 x 84.1 cm.
- B2. 59.4 x 84.0 cm posters.
- B1. Posters measuring 70 x 100 cm.
Parts of a poster
Again, the posters can have any shapes, parts and proportions that are desired. However, in more regulated areas, such as advertising, posters are usually thought of based on:
- Header. Where the title of the poster goes, its main enunciation, its largest and most striking letters, although it is usually short in number of words.
- Body. The “middle” of the poster, if there is one, where the bulk of the information is condensed and there are usually allusive images.
- Foot. The “exit” or closing of the notice, usually of smaller size and relevance, where accessory details are included: the signature of the conveners, secondary conditions, addresses, contact information, etc.
Placing a sign
The usual criteria when placing posters Aim for as much exposure and visibility as possibleespecially if it is on public roads and other high-traffic environments.
On the other hand, there are often ordinances that regulate the matter. In some cases, the posting of posters is prohibited. on the walls of certain institutions or locations (for example, because they are historical).
Other ordinances require its removal after a period of validity has expired (especially in the case of promotional and advertising ones). The objective is to avoid visual pollution of the environment.
Digital signs
The arrival of digital technology and the cyber world has allowed the creation of digital signs. They are generally multimedia: They have more striking and innovative resources such as animation, sound or interactivity. They are used to attract the attention of their virtual viewers, being the most common form of online advertising.
How to make a good poster?
When it comes to generating a good poster, that is, one that is massively attended to, Various aspects must be taken into accountranging from composition to placement.
An overloaded poster, baroque or excessively aggressive generally generates rejection in sight. On the other hand, a monotonous, flat or faded sign will hardly attract the attention of a passerby.
Placement is also important to attract the eye. A lost poster among thousands goes unnoticedIt is also necessary to select where it is located, and avoid unpleasant contexts, for example, not attaching it to a garbage container.
Examples of posters
- The posters with which upcoming films are announced in cinemas, or plays that are running in a cultural complex.
- Eviction notices for a property, or signs prohibiting smoking on an airplane.
- They are signs, paradoxically, signs that prohibit posting signs on the walls of a colonial church in the center of the city.
References:
- “Poster” on Wikipedia.
- “Elements and characteristics of a poster” (Study Material) National Autonomous University of Mexico (UNAM).
- “Characteristics of a good advertising poster” in Imprenda2.com.
- “Recommendations for the preparation of a poster” (Teaching material) University of Castilla-La Mancha (UCLM).