A poster can be defined as a placard or bill, usually large and often incorporating photographs or illustrations, posted up for advertising or publicity or for decorative purposes. The functions of those which advertise include communication, selling and persuading. This does not preclude them being decorative. Indeed the first job of a poster is to attract the attention of the passerby and only once this is done can a message be delivered. A good poster then is one which is attention-grabbing, succinct, convincing and memorable.

To achieve these aims designers may use a large format and bold colour, simple and minimal text and attractive illustrations which psychologically support and reinforce the written words. At the same time designers must consider the constraints imposed by the methods and places of display and competition from other posters whose messages may be as urgent and emphatic.

Poster design combines the fine and applied arts, incorporating painting, graphic design, collage, and photography. In countries where television is not a major advertising medium, the poster remains a transient yet effective means of reaching the widest audience on behalf of culture, commerce, and ideology.

Posters have become an integral part of the cityscape. They are pasted next to each other on large plywood hoardings attached to windowless walls of old buildings or onto fences surrounding parks and construction sites. Officially designated for poster display, these well-kept colorful quilts of public billboards not only disseminate information on cultural, sports, and political events but also serve as constantly changing outdoor exhibitions of graphic art. Through such widespread and continuous exposure, poster design has become one of the most accessible and effective art forms, reaching out and influencing even that part of the public that does not frequent museums or galleries. In juried exhibitions, the best posters achieve national exposure, and for many graphic artists, book illustration and poster design are important vehicles for a wider recognition of their personal style both at home and abroad.

A feature common to all the designers is their striving for self-expression in an environment that demands political conformity. They seem intent on designing posters that have an emotional impact and appeal to the sense but that also challenge the viewer to an intellectual response. Their imagery includes lyrical and neosurrealist overtones, drama, irony, or playful humor, and the message is delivered in a variety of styles.

A poster constitutes a mirror for the times it is created in. Like a mirror it reflects the political and the social situation, it informs about the repertoire of movie theaters and dramatic theaters, it announces sporting events, it encourages to purchase certain goods. The socio-political poster plays a specific propaganda role. Those who commission it expect that effective impact of the work of art upon the viewer will allow them to get closer to their desired goal. The goal varies depending on the circumstances: winning a war, or a presidential election, or a parliamentary campaign; a struggle to alter social behaviors or attitudes.

A German writer, Arno Scholz, in his book, The One Times One Table of Political Advertising, emphasised simplicity and clarity as the most important features of a poster. He outlined a checklist of nine points to consider in designing any political poster. These points are representative of poster design principles set out in almost every party manual on political campaigning in most countries of the world:

1. Put as little as possible on the poster (design or text).

2. Arrange the design and lettering to attract the attention of passers-by.

3. Consider where the poster will be hung or displayed. (in our case it can vary from the streets of the City to the exibition halls)

4. Consider how effective it will look next to other political posters.

5. Text and design should be large enough to be seen from a prescribed distance, usually 10-15 metres.

6. Use harmonious colour combinations.

7. Design and text must complement each other.

8. Use a modern up-to-date art style.

9. The design should not detract from the impact of the words.