he old cliche about golf that says a nice easy swing is all you need to hit a golf ball is like an old cliche about posters. You know, the one that says poster design should always be simple and bold enough to be seen from a great distance. Both bits of information aren't nearly enough to hit either out of our own shadows.
Sometimes a new assignment really is an opportunity to create a grand poster in the traditional sense. Other times, the right solution is more akin to a big ad with quite a bit of copy needed to carry the necessary message. It all depends on type of traffic, physical location, existing branding parameters and the message itself. These are the factors that must be sorted out in order to provide art direction that will be effective.
Listen carefully to everyone's suggestions, because good ideas often come unexpectedly.
I started out as art director on this job and all of a sudden became co-art director. What happened was the client shared some great thinking backed up by dynamite materials. I was given a rights free book of medieval engravings. So many of these images did such an excellent job of conveying the festival's theme it was difficult to choose just one. This was a galloping good start for my client. Having made an exceedingly viable contribution, she was able to save both time and resources.