I began the project by reviewing the design requirements and identifying the essential information that needed to be clearly communicated on the poster. I explored multiple layout ideas via sketches to establish a strong visual hierarchy, prioritizing the event name, date, and location. Early design iterations focused on lighter color palettes to reflect a summer theme, but testing revealed legibility and contrast issues, particularly for print.
Based on these findings, I refined the color scheme and shifted toward deeper, higher-contrast tones that improved readability while still maintaining a vibrant, festive feel. Typography experiments helped balance playful, expressive type with more structured fonts to ensure clarity across headings and detailed event information. Throughout the process, I made adjustments to spacing, alignment, and scale to guide the viewer’s eye naturally through the poster. The final design reflects a thoughtful progression from concept to execution, informed by testing, refinement, and attention to both aesthetic and functional requirements.