Poster
A poster is a public announcement printed on paper, designed to convey information quickly and effectively to a broad audience. Commonly used for various purposes such as advertising, political messaging, and public service announcements, posters can vary significantly in size, from small postcards to large billboards. Typically displayed on vertical surfaces like walls and bulletin boards, they combine text and imagery to capture attention and communicate their message instantly. Historically, the development of printing technologies, particularly during the 15th century with movable type, facilitated the mass production of posters, allowing for increased public access to information.
Over time, posters evolved into significant cultural artifacts, with many regarded as works of art. Iconic examples include the "We Can Do It!" poster from World War II, and the film posters created by artists like Robert McGinnis and Paul Rand, which helped shape advertising strategies. The design of a poster involves careful consideration of visual elements such as color, shape, and typography, ensuring that it appeals to its intended audience while effectively delivering essential information. Ultimately, a successful poster not only attracts attention but also engages viewers, prompting them to take action or reflect on the message presented.
On this Page
Poster
A poster is a printed announcement meant to be viewed by the public. It is generally made of paper and may have various purposes, including propaganda, political messages, public service announcements, and commercial interests, such as advertisement of products or events. Posters are designed to be hung—or posted—on vertical surfaces, such as walls, bulletin boards, and in windows. They usually include a combination of images—such as photos, illustrations, and graphics—as well as text.
Posters range from small pieces such as postcards and handbills to enormous pieces, including billboards and banners that may cover an entire building. Because posters are hung in public areas, such as along streets, they are designed to make an immediate impression on passersby. They must convey information quickly to an audience that may see them for only a moment.
Some posters are regarded as works of art. They may be saved and hung in private spaces. For example, many fans of popular movies seek to acquire the posters advertising films. Some posters have achieved iconic status. A motivational poster created by J. Howard Miller around 1942, "We Can Do It!," quickly became one of the most famous images of World War II.
Background
Centuries ago, posters and other printed announcements could be created by printers using labor-intensive processes, such as block printing. During the fifteenth century, German inventor Johannes Gutenberg developed a system of movable type. This huge leap in printing technology enabled people to create printed announcements much more quickly and less expensively. This increased the availability of books and other printed matter, and eventually influenced literacy levels.
As more people learned to read, public announcements became more common. Theatrical troupes, for example, began hanging announcements of performances to alert the public of shows. These early posters rarely included images, however, because they were much more difficult and expensive to produce. By the late eighteenth century, lithography was developed. This technique allowed printers to mass-produce printed materials even more quickly. Soon after, chromolithography techniques allowed printers to use color.
French artist and lithographer Jules Chéret created the first of the modern posters during the middle of the nineteenth century in Paris. His attractive and colorful posters announced exhibitions, performances, and products. As the popularity of posters grew, many poster artists became famous. Some famous artists, such as French artist Henri de Toulouse-Lautrec, also took up poster design. Toulouse-Lautrec created many posters for dancer Jane Avril and shows at the Moulin Rouge dance hall during the 1890s.
The first half of the twentieth century marked the rise of propaganda posters. Some endorsed political ideas, others were employed to raise money, recruit soldiers and volunteers, and promote frugality, such as scrap drives and victory gardens. Between World War I (1914–1918) and World War II (1939–1945), art schools began offering graphic design courses. This development helped shift designs of posters and other advertising away from illustrations.
Poster designs change with society. Art historians can track art trends and movements through posters. Many posters display the hallmarks of the art deco and art nouveau movements, for example. Twentieth-century artist Jean Carlu created posters that demonstrate cubism, surrealism, art deco, and other styles. He also realized the potential of a strong graphic representation of a product, and is credited with developing the idea of brand images.
Overview
Artist Robert McGinnis is credited with producing some of the most iconic film posters in history. His work includes posters for James Bond films and the Breakfast at Tiffany's poster, featuring Audrey Hepburn. This image of Hepburn with a cigarette holder in her hand and a cat on her shoulder has been reproduced multiple times. McGinnis also produced numerous book covers.
Another noted artist of the twentieth century, Paul Rand, created many posters, including one for the 1950 film No Way Out. He was known for his strong visual style, which influenced many forms of advertising. Rand developed branding, too, such as his design of the IBM logo. Rand's influence changed the approach of advertising. He advocated incorporating words and images that worked together. This moved design from a process of adding illustrations to long product descriptions to a collaboration between writers and artists toward a shared vision to promote a product or idea.
A great deal goes into the design and creation of a poster. Individuals and groups must have a goal in mind that the poster is meant to achieve. The goal might be to sell tickets to an event (financial support of an organization), to sell products, to impart information (such as a public health concern), or to share an idea. The poster should suit the goal and topic. For example, a poster for a dance performance might convey grace and movement, while a poster encouraging parents to have their children vaccinated should have a different tone. The visual element should leave an impression and accurately impart information about the topic. An advertising poster should target the product's intended audience. In addition to visual appeal, the poster must include important information—for example, the date, time, and location of a performance.
A successful poster will attract attention and engage and inform those who see it. It will include the information the viewer needs, an image or design that complements the subject, and pleasing and appropriate typographic elements. The designer will use elements of design, including color, line, shape, space, and texture, effectively. For example, shape is a self-contained area with defined form or outline; the size and color of a shape affect its impact. Color communicates emotions and engages the mind. The poster should follow the principles of design, or the composition of visual elements, including balance, emphasis, harmony, movement, rhythm, and unity. Balance may be symmetrical, asymmetrical, or radial. A designer may choose to emphasize certain elements through contrast (dark and light, large and small), color, or position. Unity may be achieved through repetition, proximity of components, or a sense of flow through the design. The designer makes decisions about the elements and principles of design to achieve the poster's goal.
Bibliography
"About Poster Design." ArtsAlive.ca, artsalive.ca/collections/posters/aboutdesign.php?lang=en. Accessed 16 June 2017.
"A Brief History of the Poster." International Poster Gallery, www.internationalposter.com/about-poster-art/a-brief-history-of.aspx. Accessed 16 June 2017.
Callahan, Michael. "The Man behind History's Most Iconic Movie Posters, from Breakfast at Tiffany's to James Bond." Vanity Fair, Apr. 2017, www.vanityfair.com/style/2017/04/robert-mcginnis-movie-posters-illustrations. Accessed 16 June 2017.
"Jean Carlu." Chateau Mouton Rothschild, www.chateau-mouton-rothschild.com/label-art/discover-the-artwork/jean-carlu#. Accessed 16 June 2017.
Peters, Allan. "10 Poster Design Tips." How Magazine, 14 Sept. 2015, www.howdesign.com/design-creativity/ten-poster-design-tips/. Accessed 16 June 2017.
"Posters as Marketing Tools." ArtsAlive.ca artsalive.ca/collections/posters/postermarketing.php?lang=en. Accessed 16 June 2017.
Vanhemert, Kyle. "Paul Rand, the Visionary Who Showed Us That Design Matters." Wired, 6 Apr. 2015, www.wired.com/2015/04/paul-rand-visionary-showed-us-design-matters/. Accessed 16 June 2017.
"War Posters." National Museum of American History, americanhistory.si.edu/collections/object-groups/women-in-wwi/war-posters. Accessed 16 June 2017.
"We Can Do It!" National Museum of American History, americanhistory.si.edu/collections/search/object/nmah‗538122. Accessed 16 June 2017.