How to design a commercial poster? Share 4 tips!

How to quickly master the ability to plan a commercial poster? Follow the editor to take a look!

Build your own poster repository by category

How to divide? It can be classified according to different dimensions such as time, industry classification, etc. Everything depends on your own usage habits, and everything is aimed at making it convenient for your own use.

The following is classified according to my own work habits. According to the purpose of poster design, it is divided into three first-level categories, namely event posters, product posters, and brand posters. These three categories sometimes overlap a lot and can be used flexibly.

Every time I see a poster that I think is good, I start collecting it and categorize it. Feeling comes first. After a long time, I have summarized several quick judgment criteria of my own.

Event posters generally have time benefits. The elements of effective time, place, and method will be highlighted on the posters to guide users to participate in the event after reading the posters.

Poster taken at Xi'an subway station

The most important element of a product poster is to highlight the product’s selling point. For example, for Xiaomi 6, the slogan “take more beautiful photos of people” is combined with a high-quality picture. The minimalist style expresses the characteristics of this phone clearly. This type of poster is usually promoted before a new product is launched to show the audience its most attractive features.

Brand advertising is a little more vague, and the refined content is more abstract. The whole picture conveys a life value to users, which is usually a deeper and stronger emotion that is strongly related to the brand personality.

About collection?

Anytime and anywhere, on the road, on the subway, at the airport, on TV... as long as you pay attention, you can always see various advertising posters. These advertisements in public places have invested a lot of money. Every picture and every sentence of copy have been polished and repeatedly considered before going out, so the overall level and quality will be relatively high. Collecting these posters as your own reference and learning material is like finding a good teacher.

With more accumulation, I will gradually get a feel for what the characteristics of each poster are, which poster company does a good job, and which poster company does a poor job. Next time I plan my own poster, I will naturally have a better idea of ​​what it is.

Study the logic behind and build a model library

Why do some posters take a sentimental approach while others are very rational and list data to users? What are the criteria for judgment? The following is a model for determining the communication strategy of poster design. American scholars Rossiter and Percy once divided products into four quadrants based on the psychological motivations of users when faced with different products and their degree of participation in the decision-making process.

1st quadrant in the upper right corner, 2nd quadrant in the upper left corner, 3rd quadrant in the lower left corner, 4th quadrant in the lower right corner

For products in the first quadrant, such as cars , travel, fashion, etc., users tend to invest more mental time in the purchase decision-making process, spend a lot of time researching products and analyzing information, and the motivation for this investment is positive, and the process is relatively enjoyable.

Goods in the second quadrant, such as beer and ice cream, have low unit prices, and users do not spend much time thinking about their purchasing decisions. However, these products themselves allow users to have fun, so the motivation to buy them is positive.

By analogy, products in the third quadrant require less mental investment and have negative motivations.

For products in the fourth quadrant, such as refrigerators and insurance, although users will invest more thought in purchasing decisions, their motivations are negative. The decision-making process is usually rational and there is no question of getting pleasure from it.

For products in the first and second quadrants, users usually make decisions based on many emotional appeals, while for products in the lower three-quarters, which are in the negative motivation quadrant, rational analysis is the main factor in decision making.

The closer a product is to "high involvement-passive motivation", the more rational components it has and the more effective it is; the closer a product is to "low involvement-positive motivation", the more emotional appeal components it has and the more effective it is.

Know it and know why it is so.

Apply the model and choose the template

When you get a product, based on the above model, quickly determine which quadrant it is in, which communication strategy to use, whether to go the rational route or play the emotional card, search in the material library to find which picture is most suitable to express your idea, and then you can start to execute it. Write the copy and decide on the design style. The commonly used copywriting sentences and design styles for posters can be summarized as follows.

Common sentence patterns for poster copywriting

Poster design form, choose according to the expression needs

Try the market

The planning follows the routine, and the finished product is about feeling. I can’t say whether it works or not, but my feeling is always more accurate. If you don’t believe me, just throw it into the market and give it a try.

This article was compiled and published by the author @小文刀 (Qinggua Media). Please indicate the author information and source when reprinting!

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