Big Posters Equals Big Impact?

Lynne Saarte asked:

There are a lot of questions that may run through your mind when you print posters. One of the big questions usually is the one about size. Do you print the largest size that your online poster printing service can produce? Or do you print small posters in numerous numbers to maximize the number of areas that you can reach? Large poster printing can give you the greatest exposure for one location, but numerous small ones can have a more comprehensive impact in all your market areas. To determine the best strategy for print posters, you need to understand and figure out these questions first.

Exposure versus Impact:

First, we need to know the difference between exposure and impact. These are two related but very distinct concepts in poster printing. Your posters’ impact refers to the emotional engagement of your audience as they notice and understand your posters’ concept and message. A strong or intense emotional engagement (positive or negative) means that you have made an impact, while a lack of attention or apathy means that there was no impact.

Exposure on the other hand refers to the visibility of your posters for each location that it has been placed, and also in terms of its visibility throughout your target locations as well. For example, several large posters in select public places have maximum exposure throughout their locations. However, they do not have total exposure since there are locations where the market is that they are not visible since they are only located in select places. By knowing the nuances of these concepts you should be able to understand how to thoroughly utilize the advantages of your posters small and big alike.

Location Impact:

So our first question should be: how to maximize your posters’ impact? In terms if the impact aspect, your focus should be on the design and the size of your posters. A color poster design should be well made with a concept that combines images and text that can engage the audience. It should illicit an emotion in the audience be it good or bad. It must mark on their memories emotionally and intellectually so that the posters’ message gets the maximum impact it needs to perform its goal.

In terms of size, basically, the larger the posters design the bigger its impact. A large poster cannot simply be ignored. Once it is posted, no one can help but look at it since it is there for all to see. The poster size however is important just for the initial few seconds of your audience’s attention. What carries the whole message eventually however is the design concept. So a large poster can give you a good initial impact, but after a few seconds the design should be the one to carry the audience along.

Location Exposure:

Now to maximize exposure of your posters, the strategy is simply a numbers game. All you have to do is to post your posters on every single place that you are permitted to place them in. Try to post as many posters as you can in train stations, airports, bus stops, community billboards and many other public locations. It is important to post many posters in succession in those places so that people can take a “second look” just in case they passed too quickly on the first one. Large posters can be in your strategy here as well for high traffic places like transportation hubs. But as was said, this is about a numbers game, and priority should be placed on the amount of smaller posters that you can distribute. By covering all possible locations of your market, you will be closer to the goal of total market exposure for your color posters.

To sum up, it is obvious that large posters have a great initial impact for audiences. This however is short lived since the message itself should carry the person’s attention after that initial encounter. Also, though large posters can assist in exposing your message to a wide audience, numerous smaller posters are also needed to get the total exposure of your message to the maximum possible areas. Just remember these concepts fully when you do decide to go poster printing again. It should be your key to designing printing and distributing the best possible color posters for your campaign which have the greatest impact.

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