Creating a poster that appeals to young people can be tricky. Often times we underestimate their intelligence or we assume a particular style will resonate. As a result, it’s easy to appear patronizing or ignorant of the issues young people deal with in their lives.
While there are no guaranteed formulas, the best way to learn how to visually communicate with young people is to go straight to the source. That is exactly what we did by asking a group of high school seniors and design school freshmen for their opinions and advice.
Together with Youth Design, a Boston-based organization that places inner-city youth in summer internships at top design firms, we hosted a pizza party and poster critiquing session. Youth Design invited design-savvy teenagers and young adults from their network to be the experts.
We deferred to the participants and asked them to critique the top 25 posters from our season 1 poster design competition. They wasted no time in covering topics such as symbolism, emotional triggers, slang usage and design faux pas like blatant use of Photoshop filters.
1. Message
- You only have a few seconds to get your point across before the next text message comes in. Therefore, your message needs to be clear and concise.
- Make it interesting enough to draw the viewer in. If possible, actually encourage the viewer to step closer.
- Surprises are good, especially if it has an element of humor or fun.
- Give the viewer something to think about, but don’t make them work too hard.
- Be uplifting.
2. Color
- Your message can be greatly enhanced if you know how to use color as a design tool. Use joyful, happy colors that encourage good thoughts and emotions.
3. Imagery/Illustration
- Graphic elements can also be great at complementing or even totally expressing a message. Use simple and clean graphics. Make sure your images are relevant. Be wary of an image that can have a double meaning and confuse the message.
- Don’t scare the viewer.
- Don’t be too clichéd. However, using clichés in an original way can work out to be a good thing.
4. Words
- Use proper English or use proper slang. If you mess up on either one, you’re screwed!
- Handwritten text can be effective in capturing attention and it conveys personality.
5. Self Check
- I’ll add one last guideline of my own. I call it the Self Check Test. Simply ask yourself, “Would I be willing to hang this poster in my space and look at it everyday?” This question will help put you in the shoes of the person you’re seeking to impact by your poster.
Use these guidelines while making design decisions and also while considering the subject matter and tone of your poster. Take the Self Check Test, and above all consider the youth audience, because that’s what The Say Something Poster Project is all about.
Well articulated, Jason! Designers have to put themselves in the shoes of the audience—what do you wish someone had said to you when you were a teen?—rather than think about what we want the teens to think or do, or even what we wish we had known. I’m always impressed by how quickly they can see through b.s., so being honest and straightforward is key!
Spot on Alisa! Empathy is key.