Printing Companies
  1. About Printing Industry
  2. Printing Services
  3. Print Buyers
  4. Printing Resources
  5. Classified Ads
  6. Printing Glossary
  7. Printing Newsletters
  8. Contact Print Industry
Who We Are

Printing Industry Exchange ( is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

Need a Printing Quote from multiple printers? click here.

Are you a Printing Company interested in joining our service? click here.

The Printing Industry Exchange (PIE) staff are experienced individuals within the printing industry that are dedicated to helping and maintaining a high standard of ethics in this business. We are a privately owned company with principals in the business having a combined total of 103 years experience in the printing industry.

PIE's staff is here to help the print buyer find competitive pricing and the right printer to do their job, and also to help the printing companies increase their revenues by providing numerous leads they can quote on and potentially get new business.

This is a free service to the print buyer. All you do is find the appropriate bid request form, fill it out, and it is emailed out to the printing companies who do that type of printing work. The printers best qualified to do your job, will email you pricing and if you decide to print your job through one of these print vendors, you contact them directly.

We have kept the PIE system simple -- we get a monthly fee from the commercial printers who belong to our service. Once the bid request is submitted, all interactions are between the print buyers and the printers.

We are here to help, you can contact us by email at

Custom Printing: How to Design a Promotional Poster

I got an email the other day from a dear friend from college, a print book designer I’ve written about numerous times in this blog. I was just entering the grocery store. “Help,” the email said. “I’m designing a poster, and I’m scared. I don’t know how to do it.”

So I called her on my smartphone as I walked past the fruits and vegetables.

The Backstory

It turns out that she had no copy, five hours to press time, and only her client’s direction to use the infographics she had designed for a related textbook. This got me thinking. Having an initial product from which to draw design information would be a good starting point. Here’s what I proposed as her first steps:

    1. I told her to pull images, a design grid, and typefaces from the prototype (the initial print book that she had already produced). I said that these common elements would give the textbook and the poster a common “look.” Conference attendees (apparently the poster was for a conference) would see the similarity and associate the print book with the poster. Even if they did this subconsciously, it would still make for “brand awareness.” (Think of the Starbucks logo, which is immediately recognizable even in small grocery store kiosks surrounded by a multitude of other signage.)


    1. I said that if she had no copy, she should write some. I told her to think in terms of “who,” “where,” “why,” “what,” and “when.” “Your client can always change it later,” I said.


  1. Unlike a print book, a poster is meant to be read from a distance. I told my friend to make the type big as well as short.

Then I proceeded with my grocery shopping.

My Friend’s Poster Design

When I got back home, I called the print book designer for an update and to help further. She had called up another designer and had asked for a quick and dirty product (i.e., she had subcontracted the work). Interestingly enough, my friend the book designer had then taken her associate’s work and had revised it. Here’s what my friend did that worked beautifully:

    1. As I had expected, the typefaces had been drawn from the client’s textbook. Starting with the top of the poster, the initial design included a rather long headline in all caps set flush left. The book designer took this headline and centered it, running it all the way across the top of the poster and placing a brown rule line all the way across the page immediately under the headline. This separated the headline from the text. It made the headline a single chunk of information (easier for the reader to absorb). The rule line also provided a “hook,” like a clothesline, from which all other elements of the poster could hang.


    1. In the same brown color as the rule line, my friend the print book designer placed the single-word headline of each of three charts on a 45 degree angle. One above the other, these three heads drew the reader’s eye down the page. To the right of each was its chart. All three charts were formatted alike, so the reader would know to approach them as “similar” or “equal.” The charts all looked alike except for the three heads (three countries in Africa). My friend used green and a lighter version of the dark brown to give a sense of cohesion to the piece. The green also appeared as the color of a huge initial cap starting the text paragraph on the left column of the poster.


    1. The text and bullets ran down the left-hand side of the poster, set flush left with an initial cap five lines deep. The book designer had initially made the initial cap light green (matching the infographic images in the three charts). I suggested that she make it dark green. It then matched two green (highlighted) words in the poster headline. I knew this would make the reader’s eye jump from the headline to the initial cap.


    1. After reading the text in the left column, the viewer would know to jump to the three chart titles and then scan the charts. The colors would reinforce these intuitive connections.


    1. My friend the print book designer then used large, light brown numerals and percentages to distinguish each chart from the others. Presumably, if the reader saw nothing else, he/she would know that the poster was about the gender gap (in three African countries) based on two bold, highlighted words in the headline, and a little woman and man icon set. The percentages and the three African country names would then clarify the differences among the charts.


    1. Within the text on the left-hand side of the poster, the book designer had made certain words all caps, in a bolder and contrasting typeface, and in light brown. If the viewer read nothing else, he/she would still get the gist of the poster’s content. And the light brown color would tie the text on the left to the charts on the right. The chart heads would also act as an anchor, leading the eye right down the page.


    1. Below the text and charts, the book designer had placed another horizontal rule all the way across the page. It matched the rule just below the headline, creating a frame for the central portion of the poster.


    1. Below this rule line, she put another head: “Three lessons learned.” She typeset the word “Three” in brown ink. (If you scan articles on the Internet, you’ll find a lot of short, pithy articles that start this way: “Three ways to do this or that.” It catches the reader’s attention. He/she knows the level of time commitment needed to get answers to so many of life’s questions.)


  1. Horizontally, below this headline and initiated with large numerals, the book designer put the three lessons, each in its own column (of equal depth) with a small illustration using the same male and female icons she had created for the charts above, and in the same colors.

Because of all these design choices, the reader’s eye knew exactly how to progress through the chart. The final product was even better than the quick-and-dirty mock-up the print book designer’s associate (the poster designer) had provided.

I made one final suggestion. I reminded my friend, who was used to designing for the 8.5” x 11” page, that a poster was to be read from a distance. No matter how good it looked on the computer screen, I encouraged her to print out a tiled copy, in color, tape it together, and put it on the wall—just to see what it would look like.

What You Can Learn from My Friend’s Poster

Consider these steps when you design your next poster, particularly if you’re new at poster design, or if you get stuck in the process:

    1. Relate the overall look to previously designed materials for the subject (books or collateral), using the same typefaces, design grid, colors, and images. This will ensure that the poster reflects your corporate identity.


    1. Determine how you want the reader’s eye to move through the poster, and use color, type, and rules to structure the content for easy reading.


  1. Always check the design from a distance.

6 Responses to “Custom Printing: How to Design a Promotional Poster”

  1. dgpprint says:

    Very useful information for printing companies..Nice to read..

  2. bookmarked!!, I really like your website!

  3. Thank you for sharing this nice post. Its very useful information for printing companies.


Recent Posts


Read and subscribe to our newsletter!

Printing Services include all print categories listed below & more!
4-color Catalogs
Affordable Brochures: Pricing
Affordable Flyers
Book Binding Types and Printing Services
Book Print Services
Booklet, Catalog, Window Envelopes
Brochures: Promotional, Marketing
Bumper Stickers
Business Cards
Business Stationery and Envelopes
Catalog Printers
Cheap Brochures
Color, B&W Catalogs
Color Brochure Printers
Color Postcards
Commercial Book Printers
Commercial Catalog Printing
Custom Decals
Custom Labels
Custom Posters Printers
Custom Stickers, Product Labels
Custom T-shirt Prices
Decals, Labels, Stickers: Vinyl, Clear
Digital, On-Demand Books Prices
Digital Poster, Large Format Prints
Discount Brochures, Flyers Vendors
Envelope Printers, Manufacturers
Label, Sticker, Decal Companies
Letterhead, Stationary, Stationery
Magazine Publication Quotes
Monthly Newsletter Pricing
Newsletter, Flyer Printers
Newspaper Printing, Tabloid Printers
Online Book Price Quotes
Paperback Book Printers
Postcard Printers
Post Card Mailing Service
Postcards, Rackcards
Postcard Printers & Mailing Services
Post Card Direct Mail Service
Poster, Large Format Projects
Posters (Maps, Events, Conferences)
Print Custom TShirts
Screen Print Cards, Shirts
Shortrun Book Printers
Tabloid, Newsprint, Newspapers
T-shirts: Custom Printed Shirts
Tshirt Screen Printers
Printing Industry Exchange, LLC, P.O. Box 394, Bluffton, SC 29910
©2019 Printing Industry Exchange, LLC - All rights reserved