Barcelona based Hey studio share their poster design tips
Hey is a graphic design studio based in Barcelona, Spain who specialise in brand identity, editorial design and illustration.
Hey studio is made up of ricardo jorge, veronica fuerte and mikel romero. The Barcelona-based outfit specialises in brand identity, editorial design and illustration with a flair for geometry, color and direct typography.
What is it about poster design that particularly appeals to you?
Posters fight for the viewers attention in an often visually overloaded environment and this presents the designer with a challenge. The simplicity of the elements becomes more important as you search for exactly the right balance in your design. Trying to achieve this is something that I personally enjoy – regardless of whether I have been successful or not! A poster is also special because, unlike a lot of other design work, it is an idea that you do in only one format so it only has one shot at conveying your concept.
A poster is also special because, unlike a lot of other design work, it is an idea that you do in only one format so it only has one shot at conveying your concept.
Have you always enjoyed working with the poster format? What are the main challenges involved in conveying the information in a graphic way?
Posters are probably my favourite format because of their sheer size and their final use. They need to be seen on the street and they need to make a big impact. The main challenges of poster design relate to how the poster will interact with its display environment. You have to keep reminding yourself of that and try to visualise your design out of your cosy studio and on, say, a busy street. Another challenge is the way you design all the content. A poster has visual elements and text and they can often have different functions that need to work alongside each other.
Printing your design at full scale is also very helpful. You can hang it up and see how it works from further away.
Briefly talk us through one or two of your techniques for creating a poster?
Start by sketching out your ideas. The concept needs to get it noticed. So work that out in rough first of all so you can explore and develop your ideas as much as possible. Getting the sense of scale and balance right on a poster is also very important. If everything has the same weight it all blends together so nothing actually stands out and the poster won’t have any impact. The balance between graphics and text is important here. Finally, explore a lot of different options before choosing the best one.
Printing your design at full scale is also very helpful. You can hang it up and see how it works from further away. It’s easy to misjudge how something will look in the real world when it has been designed on a screen on a very small scale.
Surprisingly small changes in the composition can result in big differences in the end.
Can you give 2-3 tips for designers, students, graduates looking for a route into designing their own posters?
Try, try again and keep trying until you find the one that works best. Surprisingly small changes in the composition can result in big differences in the end so you just have to keep working at it.
Never forget what you are actually designing! We can spend so long staring intensely at our design on our little screens that we need to remember that no one else will ever look at out work that way. So print it out in its real size to see how it will actually look to scale and think about where and how it will be seen. On the street it is going to be fighting for the viewers attention in an often visually aggressive environment. Is it going to even be noticed? Can something seen out of the corner of an eye grab a bit more attention? Can a second glance become a good look? Will any of these get the poster’s message across? A lot of busy people will pass a poster so it has to make an impact. The design needs to be direct. Above all, it needs to attract the distracted and engage them.
In graphic design, there’s always the temptation to make something look as pretty as possible. However, a huge 88% of people have been frustrated when designs look good at the expense of something they consider more important. 75% designers find it difficult to articulate their ideas to professional designers.
Hey studio understand that it’s vital to keep in mind the purpose of the design, and to strike a balance between aesthetics and performance, as they aren’t always the same thing.
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