This week's activity explains how artwork for theatre posters is created

The first time you’re made aware of a new theatre production is often when you see the artwork for the show online or on a poster, but have you ever thought about how these are made?

Creating artwork for new shows is a really important job that the Belgrade’s Communications team work on in partnership with freelance designers, and is overseen by the Communications Manager.

As we all know, first impressions last, so it’s really important to consider the options carefully and make sure that the results are eye-catching, and will appeal to the right audiences. So how do you get started?


Analysing the show

Before they can start spreading the word about a show and encouraging people to come and see it, the Communications team need to make sure that they fully understand what it’s about.

Developing a marketing plan – which includes creating the show artwork – usually begins with reading the script and talking to the director about the themes, style and tone of the show. These are things that should in some way be reflected in the artwork, so that people who see the poster or digital image will immediately get an idea of what they might expect from it – or at least be interested enough to want to find out more!

Another thing to discuss is who the target audience might be. Is the show aimed at children or families? Is it something that will appeal to teenagers and young adults? Is it something that schools might be interested in? Perhaps the show is a new production of a well-known play that regular theatre-goers will recognise?

Once there’s a clearer picture of what the show is about, what the production will be like and who it might be aimed at, it’s time to start thinking about the best way to communicate that to audiences. The Communications team will try to identify the most exciting and appealing elements of the show, as well as looking out for anything that might need more explanation, or even things that might put people off.

This will feed into their brief to the designer, as well as the rest of their marketing plan.