It is easy to think of a poster as a static summary of research. A replacement to your manuscript which you can create, put up onto your dedicated board, and leave.

But in most conference settings, that is only part of what it is.

A poster also acts as a social tool. It helps someone stop, understand enough to stay, and begin a conversation with you, the presenter.

A good poster is not just readable. It is discussable.

That changes how effectiveness should be judged. In this case, we go back to the golden rule of being able to understand what your poster is about in less than a few seconds. Not because then the person can go onto read the next poster, but so that they are involved, and ready to discuss with you.

It Gives People a Reason to Stop

A 'conversation' (lets say this means that the audience member has stopped, read your poster, and began an interaction), rarely begins unless the poster first gives someone a reason to engage. That usually means the title is clear, the visual entry point is strong, and the main message is visible quickly enough to spark curiosity. People do not need the full study at once. They need enough clarity to feel that staying is worth their time.

Failing to provide this information is a way which is efficient and easy to understand, means they will continue on their journey through the other posters. Strategically giving a reason for people to stop, in the first few sections of your poster, may prove critical in making sure they are sticking around for that conversation.

It Makes the First Exchange Easier

Once someone pauses in front of the poster, the interaction becomes more dynamic.

At this point, a good poster helps both people. It helps the presenter give a short explanation without starting from nothing, and it helps the viewer know where to look while listening.

Without you knowing, the poster gives the first exchanges of the conversation a shared visual anchor. A reference point by which you can engage in meaningful conversation.

But then this is where you come in. BUT being too relaxed and 'salesy' might not be the best approach here.

"If there is anything else you'd like to know, let me know"

Unfortunately, only the people who are fuelled with coffee and are generally enthusiastic about engaging will take you up on that offer here. It's likely they will thank you for your comment and proceed to the next poster. Instead, this is an opportunity to be specific and provide immediate value to the audience.

"It's great to see you, let me just briefly explain what this is all about..."

That's it! Now they are engaged and you can continue with your prepared 30 second pitch and explanation of your research. You've not given them an option to reject your explanation, your going to provide them with an insight and value immediately.

Now your right in the beginnings of a conversation. Let your enthusiasm for your research take over and shine through.

Leave Room for Questions

One reason posters become crowded is the fear that every detail must be included on the page.

But a poster that tries to answer every question in advance can become harder to approach, harder to discuss, and certainly harder to create. Leaving some detail for the conversation is not a weakness, it is often what makes the interaction possible.

The poster should support understanding strongly enough that the next question becomes obvious. It can also be useful to intentionally leave out information with the intention that someone may ask a question about it (e.g. a specific method used). This is when you can prepare a response but beware, intentionally leaving out critical information could be detrimental. Its a fine balance...

It Helps the Audience Remember

Conversation changes what people remember about your poster.

When the poster supports a good exchange, the viewer is more likely to remember:

• the main finding
• the practical significance
• the presenter
• the next step they might take afterwards

That is one reason conversation matters so much. It is not an optional extra around the poster. It is often one of the main ways the poster creates value. If you miss this opportunity, your poster simple becomes a decoration for the duration of the conference, with no lasting impact.

A Different Standard for Poster Success

Preparing conversations requires just as much attention as designing the poster. But luckily, most of us are much better at talking about our research than designing a succinct way of presenting it. If a poster is meant to support discussion, then success looks a little different. A good poster does not need to say everything.

It needs to make the important things visible, create a shared point of focus, and make the next exchange better.

Closing Thought

The best posters do not end at the page. They begin there, then move naturally into conversation.

Not preparing for the initial conversation means a missed opportunity to connect, and to explain your work to the audience.