This does not mean your entire poster only needs a single sentence on it, but the focus of your poster should be able to be described with one. If you cannot than you are treading in dangerous territory.
The thing about poster printing is that people do not pay a lot of attention to posters. Their eyes sweep across it and take in all of the information as quickly as possible. The more information there is to take in the greater the risk that they will give up before they are finished absorbing it all.
To give an example, take a poster for a concert of some kind. Now, the primary focus of this poster is going to be simple: promote a concert. That is the focus and you can say it in a very brief sentence. This concert has a headliner and a number of smaller acts along with it. Let us say the profits go towards helping out some charity. Of course, the real emphasis is going to be on that primary band.
So I will expand the focus of color poster printing just a little. Now it is to promote a concert with group X headlining. This is as complicated as the poster’s message is going to get.
Because this is the primary focus of the poster this is what is going to be in big letters. Concert will be big along with the band’s name.
All of the other information can be on there, such as the name of the other bands playing, along with the name of the charity it will benefit and the time and dates when the concert will take place, but none of this information needs to be as emphasized. All you need to make large is the important details, such as the fact that there is a concert and that this one well-known band is playing.
What is the end effect? When a person glances at your poster they will get the most important information right away. This catches their eye, and gets them to look further, which tells them everything else. If the main focus is too complicated it will take more than that second’s glance to take the information in, and so they will never bother to.
If you need to say more than that one sentence for your main point then I would suggest something other than poster printing. It does a wonderful job if your message fits the medium. The companies who try to cram too much information into it are the ones who get their posters ignored. Be sure your message never gets too long. If you need a compound sentence in order to explain your message, you might want to use something other than posters.
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