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The typography and measurements of a poster or large format print should be calculated for an adequate visualization; things such as distance, and the velocity in which the potential observer is traveling should be taken into account.

Within the calculations, there is also other technical aspects that result in “deformations” which should be taken into consideration. Such deformations are understood by light reflections, change in air density, variations in the temperature and ophthalmological deficiencies of the observer.

For an observer in motion, the time of observation is three seconds; which is the maximum amount of time in which the observer can assimilate the message.

These factors not only help determine the characteristics of the poster, but also the expected result.

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