Posters that attract attention

In an increasingly digital world, analogue advertising media such as posters seem almost like a relic of bygone times—and yet they retain their impact. Posters have been a part of public life for over a hundred years, appearing on the streets, at events, and in shops. Despite the flood of digital information, well-designed posters manage to attract your attention and leave a lasting impression.

Their visual power is particularly effective in urban areas, where it is direct and unencumbered by digital distractions. In this article, you will find out why posters are still a powerful means of communication today, which design elements make them particularly compelling and how you can use creative ideas and practical tips to design a poster that catches the eye.

1. choice of colours and contrasts

Colours are often the first thing that catches your eye. They convey emotions, create a mood and direct your gaze.

Targeted use of the signalling effect

Contrasts form the basis of visual conspicuousness. Strong colour combinations, such as black on yellow, white on red, or blue on orange, have a high visual presence and are perceptible even from a distance. They ensure that the central message of your poster immediately catches the eye and is not lost in the background. Clear contrasts are a decisive success factor for the effectiveness of your poster, especially in public spaces where many stimuli act simultaneously.

Using colour psychology consciously

Colours appeal to our emotions - usually even subconsciously. You should therefore use them in a targeted and strategic way:

• Red has a dynamic and passionate effect, attracting attention - ideal for promotions, events, or new products.
• Blue radiates trust, calm and seriousness - often used in the financial or technology sector.
• Green represents sustainability, health, and nature - ideal for environmental campaigns, organic products, or social concerns.

Consider a CI-compliant design

If your poster is part of your brand communication, it should fit seamlessly into the visual appearance of your company - in other words, it should be designed in line with your corporate identity. This includes colours, fonts, logos and image style.

However, be cautious: overly strict adherence to the corporate identity can restrict creative design and diminish visual impact. It is advisable to use CI elements as a basis and combine them with creative components, so your poster remains brand-compliant and eye-catching.

2. fonts and legibility at a distance

A strong message is only entirely compelling if it is also easy to read. Good typography is functional and visually appealing, especially in public spaces.

Large and clear: legibility is key

To ensure that your poster message is actually conveyed, the text must be legible from a distance, especially in highly frequented areas such as pedestrian zones or event areas.

• Recommendation: Position titles or slogans so that they are easy to read from a distance of at least five metres.
• Rule of thumb: The shorter the text, the larger the font size should be.
• Effect: Large typography not only creates legibility but also visual presence, drawing the eye specifically to the central message.

Avoid mixing fonts

Visual clarity is essential for the effectiveness of your design.

• Avoid using too many different fonts - they look cluttered and reduce the impact.
• Tip: Use a maximum of two fonts per poster - for example, one font for the headline and one for the body text.
• Combine them sensibly: a sans serif font for your main message and a serif font for additional information creates a harmonious and structured effect.
• Reduced typography conveys order and focuses the attention of your viewers.

Serif font or sans serif? Making the right choice

The choice of font depends heavily on the intended use and the desired stylistic effect:

Font propertiesRecommended forSerif typeface (e.g. Times, Garamond)Classic, serious, elegantCultural events, stylish contentSansserif (e.g. Helvetica, Arial)Modern, straightforward, easy to readOutdoor advertising, large text areas, dynamic environments

Pay attention to context: Sans serif fonts are particularly suitable for moving scenarios such as railway stations or outdoor areas - they remain clear even at a cursory glance and appear contemporary.

3. Visual language and visual stimuli

A picture is worth a thousand words—and an expressive image is memorable. If you consciously design visual content, you not only increase attention but also the emotional impact of your poster.

Arouse emotions in a targeted manner

• Use portraits with direct eye contact or situations with clearly recognisable emotions - they create an immediate connection to your target group.
• Use clear symbols to make complex content instantly understandable.

Image quality is crucial

• Images that are blurred or too small look unprofessional. It is therefore essential to ensure a sufficiently high resolution, especially when printing large areas.

Choose size and layout carefully

• The impact of a poster depends not only on the image content, but also on the composition.
• Adapt the poster size to the location, such as an advertising pillar, indoor, or outdoor advertising.
• Large and clear: To ensure that your message is also recognisable from a distance, the text must be legible from at least five metres.

Rule of thumb: the shorter the text, the larger the font size. This not only makes it easier to read but also creates a strong visual presence.

Deliberately use white space as a design element

White space - i.e. the areas deliberately left free around text and images - is by no means wasted space. On the contrary, it provides balance and draws the eye to the essentials.

• Calm & structure: White space offers the eye orientation and has a visually relaxing effect.
• Effective placement: Texts and images unfold their full effect when not crowded by too many elements.
• High-quality impression: A well-structured use of white space conveys order, elegance and professionalism.

Golden ratio & design grid

Design order is not created by chance; it is based on proven principles that help you create a harmonious and balanced layout.

• Golden ratio: Utilise the classic ratio of approximately 1:1.618 to achieve particularly aesthetically pleasing proportions in your design. This principle has been the basis of harmonious design since ancient times.
• Design grid: Use horizontal and vertical guidelines to structure text, images and other content clearly and sensibly. A grid helps you to arrange visual elements consistently and ensures a professional appearance.

4. psychology of attention

Targeted use of gaze patterns and eye-catchers

Visual content is not captured at random - your gaze follows certain patterns of perception. Studies show that people first notice the largest, most contrasting or most unusual elements.

• Use eye-catchers: Utilise a strong image, a striking slogan, or unusual typography to immediately capture the interest of your target group.
• Design eye guidance: Place your design elements strategically - ideally from the image to the headline, then to the clear call to action ("call to action").
• Visual hierarchy: Position important information at the top or in the centre and arrange supplementary content below it - this way your message will be received intuitively and effectively.

Emotional triggers: humour, surprise, nostalgia

Emotions are key triggers for attention. They not only influence how we perceive content, but also how well we remember it.

• Humour: Integrate original sayings, puns or visual punchlines to generate curiosity and make your target group linger.
• Surprise: Use unexpected image motifs or unusual contrasts - they break through routines and create the so-called "stop effect".
• Nostalgia: Use retro designs, classic motifs or familiar symbols to create emotional connections - particularly effective with older target groups.

Colour psychology in the context of the target group

Colours do not have the same effect on every target group; factors such as age, cultural background, industry, and personal preferences have a significant influence.

• Young target groups: Opt for bright colours such as pink, cyan, or neon green - they convey playfulness and dynamism, appealing particularly well to younger people.
• Business environment: Opt for cool, muted colours such as blue, grey, or anthracite - these colours convey seriousness and professionalism, and are particularly effective in a business context.
• Environmental and health sector: Natural colours such as green, brown, and soft blue represent sustainability, trust, and health. They are particularly suitable for communication in areas such as ecology, nutrition, or social issues.
• Cultural context: In Western cultures, red is often perceived as activating, whereas in other cultures it symbolises happiness; for example, such differences should be taken into account.

5. poster cards with the wow factor

Event posters & cultural posters

These posters are designed to arouse curiosity and emotions in your audience, such as at concerts, theatre performances, festivals, or exhibitions.

• Design highlights: Use large image motifs, strong colour contrasts and expressive typography for maximum visual impact.
• Tonality: Opt for a creative, artistic, or playful style that suits the event in question.
• Objective: Arouse immediate interest and formulate a clear call to action, such as "Get tickets now" or "Don't miss out".

Tip: Advertising campaigns for cultural events benefit in particular from a local connection - e.g. through well-known venues, illustrations from the region or regionally coloured language in the text.

Election posters & social campaigns

Political or socially motivated posters must be convincing at first glance - both visually and in terms of content.

• Design: Rely on clear messages, large-format lettering and a reduced colour palette. Symbolism and portraits enhance the effect.
• Emotional impact: Convey values such as justice, solidarity or safety both visually and verbally.
• Placement: Choose strategically frequented locations such as streets, pedestrian zones or public transport hubs.

Tip: Authenticity is key - use real photos, real voices and clear language to create credibility.

Guerrilla posters & ambient media

Unconventional, creative and often with a wink - these types of posters thrive on surprise and original ideas.

• Design idea: Integrate your posters into urban structures such as lampposts, electricity boxes or steps - the context is part of the message.
• Objective: Attract attention by deliberately breaking with familiar patterns of perception.
• Style: Choose a minimalist, ironic or deliberately provocative style, depending on the message and target group.

Tip: The idea often counts more than the budget - with original placement and a clever choice of words, you can create a greater impact than with traditional formats.

6. Product advertising & retail signage

These posters are used for sales, directly at the point of purchase or along your customer journey.

• Design: Focus on clear call-to-actions, convincing product photography, meaningful price offers, and placed brand identification.
• Choice of colours: Use signal colours such as red to highlight discounts - ideally integrated in line with your CI.
• Format: Select the appropriate size for the respective sales environment, such as DIN A3 for shop windows or roll-ups in the entrance area of your store.

Tip: Use the limited space strategically. A central message with clear imagery often has a greater impact than a cluttered text area.

7. Tips for your poster ideas

Print preparation: resolution, format, bleed

Precise technical preparation is essential to ensure that your poster is also convincing in printed form:

• Resolution: Use at least 300 dpi for your print files, as this is crucial for image-heavy motifs.
• Format: DIN A3, A2, A1, or A0 are standard sizes; choose the correct variant depending on the location. Think too big rather than too small.
• Bleed: Allow a margin of around 3-5 mm per page - this is essential for borderless printing and clean cutting accuracy.
• File format: PDF format with embedded fonts and CMYK colour mode is the standard for the print shop.

Tip: Request a test print or a digital proof before the final print - there may be surprises, especially with dark colours or fine lines.

Sustainable materials & special surfaces

More and more companies and creative professionals are focusing on ecological and visually high-quality printing solutions:

• Recycled paper: environmentally friendly, available in various thicknesses - often with a matt look for an elegant appearance.
• Neon paper or effect film: For maximum signalling effect, particularly suitable for event posters and temporary campaigns.
• Grass paper & natural fibres: Haptically and visually exceptional - ideal for topics relating to sustainability or regionality.
• Poster films with UV protection: Ideal for outdoor use, providing reliable protection against sunlight and the effects of the weather.

Tip: Also, consider reviewing the environmental certificates of your printing company (e.g., FSC, Blue Angel) - this enhances the sustainable impact of your print product.

8 What characterises a convincing poster

A successful poster combines clarity, emotionality and visual strength. It conveys its message within a few seconds, attracts your attention with a targeted choice of colours and meaningful imagery, and is remembered for a long time.

The most important features at a glance:

• Concise main message
• Harmonious layout with sufficient white space
• Font that is easy to read from a distance
• Emotional or surprising appeal
• High-quality visual elements and technically flawless print data

Dos and don'ts for poster design

✔ Short, concise messages

✔ Consistently preserve brand identity

✔ Place call-to-action clearly visible

✖ Too much text in a small space

✖ Unclear visual language without reference to the message

✖ Overloaded design without structure

Whether large-format on the roadside, creatively staged in urban spaces, or as a targeted brand message at the point of sale, posters remain a powerful means of communication that evokes emotions and captures attention. With the right design principles, an understanding of visual psychology, and the courage to be individual, you can create a design that is not only visually appealing but also effective.

Use the tips presented here to realise your poster idea professionally - with clarity, expressiveness and a real wow factor. Perhaps your next poster will be exactly what people are talking about, photographing and sharing on social networks.