Poster layout and composition

Posters are often set out in a way that achieves a certain effect. Often, some posters have a 'combo' effect where they fit into more than 1 composition rule. In this post, I will explain the different layout/composition techniques and how they work.

1. The grid layout

By splitting the poster in half horizontally and vertically, the elements in the poster are equally divided into quarters. This symmetrical layout helps to centre the point of interest. In this example, the four main characters are make up the main elements within the fractions. They are the point of focus since the background barely had any room. A more complicated way to break up the poster would be to split it into even smaller squares.





2. The rule of thirds layout

This is similar to the grid layout, except the poster is divided into 9 equal squares, not 4. The four corners of the middle square are where the 4 lines intersect. In this poster, the character's face extends to four squares, which shows that it is the prominent feature of the poster. Even his hand on the steering wheel seems to be contained within a single square.
This type of layout balances the importance of certain features. If one feature takes up more spaces, it is supposed to be more important.





3. Circular/oval layout.

The circular shape of the images conflict with the rectangular shape of the poster itself. This example has 1 circles; a plain one with the title inside and one with the characters inside. The point of the circle is the most eye-catching, meaning the creators wanted the title to stand out the most.
This film revolves around a man who is trying to search for his daughter. The title and the way the images are placed could be a representation of how he is metaphorically going round in circles, not making any progress. The characters are squashed quite closely together, which implies that they are interlinked somehow. It looks quite claustrophobic in the circle. Jude Law and Anthony Hopkins are bigger than the rest, which shows that they are main characters.

4. The 'Z' layout.

The 'Z' shape refers to the position of the headline and company taglines. When they are placed at the top and the bottom (like this example), the reader's eyes follow the sentences. They read from the first word of the top sentence, left to right, then the first word of the bottom sentence - left to right. Their eyes therefore follow a 'Z' shape.
In most cases, the image will align to where the eyes are being led. For this poster, the reader's eyes will be diverted to the left as they look down towards the bottom of the poster. The main image happens to be placed in the left of the poster, so as to catch their attention.



5. Horizon line layout

This is a symmetrical layout, where the horizontal line would cut evenly through the midsection of the main image. In this poster, it would lie somewhere between the astronaut's waist and the top of the snowy hill behind him.








6. Perspective/vanishing point layout

This 'vanishing point' refers to the section of the poster that isn't noticeable to the eyes, since the other elements are drawing the viewer's attention. The cars in this poster use perspective to almost make them look like they're 3D and driving forward. They have been placed in the foreground, so the mountains and the road in the background are the 'vanishing point' since they are less noticeable.
This is a good way to certain features really stand out and look 3 dimensional.





7. Close up

This is where the main image includes a close up/extreme close up shot of the main character. It makes the relationship more personal between the viewer the character. This may not reveal much about the plot, but it does tell us something about their personality. In this example, Harry looks sweaty, anxious and possibly out of breathe. This creates speculation that he is up against some kind of danger.






8. Two person, romantic close up

This establishes and involves the audience in the intimate relationship between the two main characters. The close up shot connotes passion, playfulness and sensitivity.









9. Two person (not romantic)

This establishes a relationship between 2 main characters again, but depending on the film's genre, it is not always romantic. If they are facing opposite directions for example, it could show that they are against each other and have opposite opinions or goals that conflict.
In this picture, the characters are quite close and although they aren't looking in the same direction, they look like they are cooperating on their mission. It is a thriller film which has important looking characters. We can therefore assume that they are partners who are working together.




10. One person long shot

This immediately indicates who the main character is; but the distance between the audience and them may indicate that we may not get to them on a deep level. This type of shot allows us to see all of their body, which shows us what kind of person they are.
The character (left) is in a suit, so we know he is important and has a profession that involves business. We follow his story but do not really get a detailed insight into his innermost thoughts. Sometimes, the creators have the character against a plain background, with just their costume and some props on show. But other times, the background lets us know what kind of character they are and what lifestyle they lead. The background in this poster is dark and mysterious. This reflects on James Bond's personality.


11. Two person, medium/long shot

The appearance, positioning and pose of the two people in the shot give away lots about their relationship, status and profession. In 'Looper' the characters have each others backs. Since they're quite far away, there is room for a bit of background scenery, which makes our involvement with them less intense. It is unlikely that 2 characters in a long shot are romantically involved, since there is less of an intimate atmosphere.






12. Three people
This shows that the film is centred around these specific characters. This layout is often used when there is a love triangle between three people. It is a romantic comedy cliché. Often, the person in the middle will be the obstacle in the relationship between the other two.
In other genres, a trio of people can represent different personalities and stances. In this example, it would seem that Batman is the villain (due to the darkness around him) and that superman is the hero, with Wonder woman as his helper.
Superman is positioned in front of the other two, which says that he is the main character. He literally blocks the other two with his cape and his body; showing that he is the prominent feature.
In conclusion, a trio of people usually expresses a complicated relationship. The way in which the movie poster is designed can give us some obvious hints about it.

13 One person, describing background

In almost all of these layouts, there is a character who stands in the middle of a chaotic environment; looking ready to face the danger and survive.
This poster is no exception. From the view, we can see that the film is set in a modern, dystopian society. As always, the hero looks at his surroundings as he prepares to dive into the chaos.
There is always the element of mystery in these posters. We don't know why the world is like this or who the enemy is and we know little about the character. The character will usually have a weapon attached them, which in this case is his shield. Unlike some other layouts, this one gives away quite a few details regarding the setting and which character is the protagonist. But we know little about either.

14. Group of people, plain background

This implies that the film focuses on the lives and relationships of the characters shown. In the Harry Potter series, the characters are so well known that the image of them is enough to attract the fanbase. It doesn't matter where the characters go, the film follows the drama in their lives. The primary characters will usually distinguishable by being in the front or the middle of the group. The three main characters are evident by these positions in this example.
In many comedy posters, the group of people will be against a plain white background. Their body language and facial expressions will show what type of stereotypical character they are. A white background suggests a bright, uplifting film. Whereas this dark, misty background portrays a fearful, brooding atmosphere.

15. Group of people, describing background

A more detailed background doesn't just draw attention to the characters, but instead looks at how they fit into the action and what role they play. This example is obvious; the group is a league of superheroes (judging by their outfits and skillset) who are fighting one or more enemies in the middle of a crumbling city.
We see less of their emotions/relationships and more about the external factors that drive their story. This layout is mostly used when the characters have to team up against an overpowering force; be it a super villain, a monster or another army.



16. The triangle layout

Like any shape, the middle will create a focal point for the audience to see. In this example, Thor and his hammer are in the centre, underneath the other characters. He therefore breaks the unified formation and stands out against the rest. He is thus at the top of the hierarchy when it comes to character importance.
The other elements are at either sides of the triangle and often enclose the main element.






There are many films in the industry right now and producers are running out of ideas. Most of the ideas are being recycled, which is why films can be predictable - even by looking at the poster.
It is good to break away from typical conventions and find a new way to make the poster original, while still catching the viewer's eye. People get bored of the same typical layouts being repeated and will begin to think that all films look the same. A stereotypical layout for a horror movie for example, would look cliché and unoriginal. But a new way to advertise it (e.g. some impressive graphics) would make it look refreshing and interesting for a change. Audiences will always have a genre preference, but producers need to add new things to the category in order to maintain their fans.