Good poster design is critical to the success of the advertised event/product. Typically, copy for poster-based advertising should be reduced to the absolute minimum needed to convey the information in an effective and efficient way. A good copywriter is key. Design not only punctuates the message and draws the eye, but should also guide the eye through the marketing message to aid comprehension and assimilation.

A tiered or scalar design method is required for posters with an irreducably large amount of copy. The design should primarily highlight the critical message of the advertisment. Secondary copy should not clash, nor be lost. The subtlety of the various design styles should match the importance of the message(s) that they are applied to.