The point here is that these posters can only be seen on foot across the 15-meter-wide street. However, most of the targeted consumers are sitting in a streetcar or car. They therefore have a maximum of two seconds to catch the messages. The posters reduced in size here, with a height of approx. 20 mm, correspond relatively to a poster 2 meters high when actually mounted. In order to understand a poster idea in a second, the advertising space should be reduced to the decisive idea. So if you manage to fit your message into these postage stamp-sized fields, then you have understood the advertising (and will no longer be grumbled at). An age-old trick, but tried and tested.

My theory: All these poster designs contain various information, including small print for owls, but not legible for humans. As a designer, you also notice that all elements take up roughly the same amount of space. Anyone who has learned this profession and is not only proficient in InDesign knows that one part, the image, the headline, the white space or the logo must always take up more than 60 percent of the area in order to direct the main message or the attention to the viewer.

These media placements on Weinbergstrasse cost an enormous amount of money for 14 days. In my opinion, a huge amount too much. However, posters are not the only medium with the advertising disease of conveying as many messages as possible. TV, flyers, advertisements and brochures all suffer from this virus. This week's headline is that Pierre C. Meier is promising to pay me 17.65% more for my moths from January. (So! Editor's note.)

Theophil Butz, graphic designer, advertising agency owner, inspirer and since three years also
Motzer for Advertising Week readers. Please send any relevant information to [email protected]

The point here is that these posters can only be seen on foot across the 15-meter-wide street. However, most of the targeted consumers are sitting in a streetcar or car. They therefore have a maximum of two seconds to catch the messages. The posters reduced in size here, with a height of approx. 20 mm, correspond relatively to a poster 2 meters high when actually mounted. In order to understand a poster idea in a second, the advertising space should be reduced to the decisive idea. So if you manage to fit your message into these postage stamp-sized fields, then you have understood the advertising (and will no longer be grumbled at). An age-old trick, but tried and tested.

My theory: All these poster designs contain various information, including small print for owls, but not legible for humans. As a designer, you also notice that all elements take up roughly the same amount of space. Anyone who has learned this profession and is not only proficient in InDesign knows that one part, the image, the headline, the white space or the logo must always take up more than 60 percent of the area in order to direct the main message or the attention to the viewer.

These media placements on Weinbergstrasse cost an enormous amount of money for 14 days. In my opinion, a huge amount too much. However, posters are not the only medium with the advertising disease of conveying as many messages as possible. TV, flyers, advertisements and brochures all suffer from this virus. This week's headline is that Pierre C. Meier is promising to pay me 17.65% more for my moths from January. (So! Editor's note.)

Theophil Butz, graphic designer, advertising agency owner, inspirer and since three years also
Motzer for Advertising Week readers. Please send any relevant information to [email protected]