What should you include in a poster design brief?

Choose one main job for the poster

Do you need someone to notice an event, understand an offer, visit a page or contact the business? Give the design one primary task. Supporting information can be useful, but it should not obscure that task.

For an event, the event name may be the largest item. For a time-limited service offer, the offer and its conditions may matter more than a decorative slogan. There is no reason every poster should begin with an oversized logo.

Describe where someone will encounter it. A printed noticeboard poster needs to work at a distance. An image in a WhatsApp conversation needs to be legible on a phone. The same artwork may need an adaptation rather than a simple resize.

Supply the information that stops repeat questions

• The exact event or offer name and approved description.
• Date, start time and any relevant end time.
• Venue, access instructions or a correct online destination.
• Ticket or offer price and material conditions, if applicable.
• How to book, enquire or attend.
• Approved organiser, partner and sponsor assets.
• The person responsible for final factual approval.

Write times and dates so the intended audience cannot easily confuse them. Check the phone number digit by digit. A beautiful layout will not rescue a wrong contact destination.

If an offer has limitations, supply them early. Trying to squeeze essential conditions into the smallest text at the final review is a poor way to treat the customer.

Specify the placements, not just “social media”

List the required print sizes and digital placements. A feed image, vertical story and print poster have different viewing conditions. Confirm current platform requirements when preparing digital exports.

For print, ask the printer about finished size, bleed, safe margins and PDF settings. Adobe’s print-production guidance explains why marks and bleed must suit the print provider’s requirements. Keep important text and logos away from trim edges.

If a QR code is included, test it at its intended print size and check the actual destination. Also give a readable fallback, such as a short website address or contact route, for someone who cannot scan it.

Review the exported poster at real viewing size

On a phone, check whether you can read the essentials without pinching to zoom. For print, view a proof at the intended size. Do not approve only a cropped mockup or a screenshot of the working canvas.

Ask a colleague who did not prepare the brief to identify the offer, date, location and action. If they struggle, simplify the hierarchy. That is more useful than adding another decorative effect.

Confirm that photographs and logos are approved for this use. Avoid treating a search-engine image result as permission to publish an image.

Agree the design and the next campaign together

Sage’s poster starting price is Ksh 1,199 per design. Tell us whether it is one poster or a series, how many versions you need and whether text or imagery must be developed. Printing and advertising spend are separate from artwork.

For repeat events, keep a record of the shared design elements and which details change each time. A continuing partner can then help the series stay recognisable while making each date or offer clear.