On average, three seconds—that’s how long a passerby glances at a poster before deciding whether it is worth stopping. What can you do to deliver a “wow” effect in those few seconds? Large format posters are like the giants of the city: they either become unavoidable topics of conversation or simply blend into the background. These five tips will help you be in the first category.
Not ten small images, but one main visual element draws the gaze. It must be clear enough so that even a rushed passerby immediately understands the message of the poster. Imagine: a single vivid icon or a bold fragment of a product photo tells more than an entire gallery. By not overloading the design, you preserve breathing space, allowing the viewer to notice what matters most.
Color is the first thing the eyes notice. Use complementary colors or surprising combinations—fluorescent tones on a dark background stand out even on a rainy day. It’s important to maintain harmony, so that the contrast doesn’t become a cacophony. When planning poster printing, make sure your chosen palette is accurately reflected on paper or PVC canvas. This way, large format posters retain their brilliance both in daylight and artificial lighting.
You don’t need many words on a large format poster, but those you use should resonate like a gong in a silent room. Choose a typeface that matches your brand’s voice and is easy to read from the distance at which viewers are most likely to see your poster. Three to five meters? Serif typefaces aren’t the most friendly. Over ten meters? You can afford bolder experiments. In addition, by contrasting letter sizes, the first word “raises its head,” and others follow in a cascade, creating dynamic flow. As a designer once said: “If the text doesn’t breathe, the poster suffocates.”
The relationship between text and image should not be a conflict of two strong personalities. By leaving enough “white” or empty space, the viewer can focus on the intended message, not search for hidden nuances in a visual mess.
It’s no coincidence they say a poster starts with paper. Glossy surfaces bring color to life, but sunlight can cause unpleasant glare. Matte coatings, on the other hand, reduce glare and allow for a more natural perception of tones, but may not look as “alive.” There are also textured materials that create a tactile impression—ideal for premium product advertising.
Surprisingly, the use of UV varnish highlights on a single poster can increase viewer attention by 18%. Shiny details act as magnets, especially in artificial light. Therefore, when planning large format posters, consider not only the design file but also the physical interaction with the environment: gloss, texture, and even scented varnishes can become secret trump cards.
An excellent visual composition won’t be effective if the poster is lost in an unsuitable location. Before starting the print process, analyze the surrounding background, lighting sources, and viewing angles. In city centers dominated by glass and metal, bright colors will struggle to stand out due to sun-reflecting surfaces, whereas they will truly shine in dark underpasses. There’s a golden rule—a direct line between your audience’s eye level and the main message should not be blocked by a post, tree, or sign.
Moreover, a poster can become a part of city life, rather than just a mounted advertisement. “Why not create an opening for a view?”—that question once led to the idea of cutting a transparent shape in the middle of a poster, allowing viewers to see the landscape behind and capture attention with an unexpected perspective. Such interaction is like a conversation between a brand and the passerby, evoking emotion rather than simply informing.
When installing a poster outdoors, consider the impact of weather conditions: wind can cause billowing that spoils visual quality. That’s why proper anchoring or a slightly elastic material that can absorb movement while keeping the image clear is essential. Indoors, where the light is stable and there is no wind, it is more important to pay attention to glare from surfaces and the viewing distance.
Regardless of whether your poster will be on the edge of a sidewalk or in the foyer of a shopping center, it should become a story people want to share further. Focus on a clear focal point, surprising color contrast, convincing typography, carefully considered materials, and precise placement, so that every passerby becomes a viewer, not just a passerby. Do you already know where your first poster will “speak” in your city? Prepare the design, choose the most suitable printing solution, and let your next campaign shine brighter than ever before!
