Two seconds
Someone walking past a poster gives it about two seconds. A feed gives it less.
In that time they can take in one image and about five words. Everything else is for the people who stop.
One idea, one image
The best Swiss posters show one thing, very large. They trust the viewer to fill in the rest.
We start every campaign with a single sentence on the wall. If an idea needs two sentences, it is two ideas.
Test it on the street
Before anything goes to print, we tape it to the studio window and watch who looks.
If nobody turns their head, we go back to the sentence, not the colours.
Inès Roy
Designer
