Posters aren’t a novel concept—yet in a time where the consumption of media runs rampant, it’s become a powerful tool to capture attention and convey messages effectively. Zeitgeists throughout time have been preserved in these thin sheets of paper that were given out like candy.
Whether it be a promotional piece for a film, a product or a social movement, posters are a cost-effective way to communicate with the masses. This exploration delves into the history, design principles, and contemporary practices in poster art.
A. Historical Overview
i. Early Posters
Predating paper posters were the handwritten messages on the walls of Pompeii. Alternatively, the earliest known poster prints date back to 1477, a year after the first printer was introduced to England—but the first illustrated poster had only come 5 years after that.
However, it was only with the arrival of the Industrial Revolution that posters were mass produced. There was a greater need for communication and newspapers weren’t cutting it. Thanks to lithography, posters slowly became widespread—colour, typography and the overall art direction of it truly spawned. Art was taking over a brand-new medium and culture can now be observed in one other way. From the late 1800s to early 1900s, posters were famously made for art movements and war propaganda.
The most significant examples of these are:
The Front Runner of Art Nouveau
The Notorious Uncle Sam poster
ii. Late 20th Century (1970–1999)
The world was still suffering from the aftereffects of the world war, but humanity perseveres. The people never stopped creating, art continued to evolve—and so did posters. Post-modernism reigned during this period. It diverged from modernist movements and had no distinctive elements. More accurately, post-modernism was an art movement that proposed beliefs of antiauthoritarianism and scepticism— and in the late 20th century, Saul Bass spearheaded the poster industry.
Saul Bass was an American graphic designer best known for his movie posters. He had turned the way posters for film were made on its feet—instead of depicting actors and actresses, Saul took a more symbolic and elemental approach to promotional content.
An iconic poster of his was for The Shining:
iii. Contemporary Posters
Technology has impacted poster designs in more ways than one. Its creation and business models have shifted—for better or for worse. With the tools needed to easily create pieces of mass communication at the palm of everybody’s hand, what could possibly go wrong?
But that’s a lengthy conversation for a much bleaker day—so, what has gone right? Digital art has ensured mistakes aren’t as permanent as ink on paper is and removed the need for physical art materials, including paper. Posters have had a long journey throughout time—from being made of primitive paint to intangible pixels on our screens.
Most commonly, posters are made for marketing campaigns or current affairs awareness. With the global reach that individuals can so easily have, it is only natural that the range of demographics is largely diverse as well. Ultimately, this old way of mass communication must adapt to avoid antiquity—one must consider how a piece of paper can engage modern audiences around the world.
Moonlight
The Commuter (International Poster)
The Principles of Poster Design
i. Visual Hierarchy
Essentially, visual hierarchy in graphic design refers to the practise of arranging elements in the order of importance. It influences the perception of the audience to guide them to desired actions. For instance, repetition, size, colour and contrast can lead your eyes to zero in on a certain element, before what surrounds it. If you’re creating a movie poster about an axe-wielding psycho, the blade would be at the top of the hierarchy.
Here’s an example of a poster made with visual hierarchy in mind:
The contrast between pallid skin and the vibrant death moth, irises and lettering clearly convey the themes and genre of The Silence of the Lambs. The death’s head hawkmoth obscures Clarice’s mouth, the physically and visually domineering imagery representing motifs of repression and hidden truths.
ii. Typography
The main purpose of typography is for legibility, communication and engagement. It should be easy to read while maintaining visual appeal and correlation to the message sent. Hierarchy still applies to typography, so it should be considered alongside other basic rules like, appropriate colours, size and letter spacing, and not using more than three fonts at a time. Rules like these are in place to avoid the clashing of imagery, which can overwhelm or confuse audiences.
An example of a poster with outstanding typographic design includes:
With elegant hand-painted font and Art Nouveau influences, the poster thoughtfully conveys an artistic flair that embodies the cabaret. The typography reinforces the identity of the culturally prominent Chat Noir.
iii. Colour Theory
While not limited to design, this theory demonstrates the different ways colours interact with each other—how certain blues look more vibrant against one hue but pale against another, or the ways colour can evoke emotions unique to certain combinations. In the simplest sense of things, if you are to create a poster about royalty, the associated colour scheme would be specific shades of purple.
If you’re a visual learner, here’s another instance of colour theory in posters:
Befitting of this woman-driven action movie, the poster for Ocean’s 8 is predominantly red, a colour that is symbolic of power and passion.
Contemporary Practices
Digital Tools and Techniques
While traditional methods aren’t fully eradicated, digital tools and software are much more common in the current age. Applications like Adobe Creative Suite and Procreate are popular among graphic designers, especially ones who operate on tight schedules and heavy workloads. Digital art means that paint doesn’t need to dry, mistakes can be undone, and elements can be easily manipulated. Time can be saved, and risks can be taken—giving artists wiggle room to explore new creative possibilities.
Sustainable Design
Posters are printed and distributed massively. It’s a practise done across numerous industries throughout time—but it is the younger generations who will face the repercussions of our elder’s thoughtless consumerism. Even so, many modern industries continue to produce without mindfulness—so what are the unconventional printers doing to combat this?
As of recently, trends of sustainable practices in design have been on the rise. While not enough to overtake large corporations, it does spark hope. In poster printing, this includes using eco-friendly materials and processes that are more sustainable.
Conclusion
Posters have a rich history to extents that can surprise. They’ve played large roles in
culture or have acted as a medium to express it—ultimately, it’s an art that doesn’t seem
to be disappearing anytime soon.
Author Bio
From Malaysia, Leia Emeera is a writer at TESSR and a published author. She has been putting pen to paper ever since she learned how to, and has an anthology to her name, titled 'Ten'. Leia loves music, games and her beloved labrador retriever, George. She aims to further her studies in English Literature and Creative Writing the moment her gap year ends. 'Till then, you will find her sitting behind a desk, writing with TESSR.
Connect with her on LinkedIn: Leia Emeera
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