Poster Recipe: Designing Through Questions, Curiosity, and Experimentation

This post is part of our Poster Recipe Series, where we get an inside look into the techniques and design practices used by some of the world’s most remarkable artists as they create their posters.

Rikke Hansen is a Danish graphic designer, educator, and poster maker. She holds a bachelor’s and a master’s degree in graphic design from the Design School Kolding in Denmark and has exhibited her poster work internationally. Alongside her professional practice, she teaches graphic design and visual communication, with a particular interest in design education, social engagement, typography, and the role of posters as a medium for dialogue and change. Her work often explores themes related to equality, sustainability, and the relationship between people and society through experimental visual approaches.

Rikke Hansen

**Ingridiens** Asking questions Be curious Experiment Take risks Travel

For me, designing a poster always begins with a question: Why does this poster need to exist?

Before thinking about color, typography, or composition, I begin by asking what the poster needs to achieve and why it matters. What problem is the poster trying to solve? What message should it communicate? Who is the audience? And perhaps most importantly: how can that intention be translated into a visual experience that captures attention and creates meaning?

The answers to these questions become the foundation of the design process. Once I understand the purpose, I begin sketching in order to search for the visual language that can communicate it most effectively.

I rarely approach poster design with a predetermined style — I am not a designer with a specific style. Instead, I see each poster as an opportunity to explore new visual territory. Some projects become highly typographic, while others rely on imagery, symbolism, or abstraction. The direction depends on the message rather than on a fixed aesthetic preference.

Experimentation plays an important role in my work. I often create self-imposed rules or limitations to challenge my own thinking. If a poster is about water, for example, it does not necessarily have to be blue. If a subject seems to suggest an obvious solution, I become interested in finding a less predictable one. These restrictions force me to look beyond my first ideas and often lead to more surprising results.

My process is rarely linear. In many ways, it resembles painting. During my years at art school, before studying at Design School Kolding in Denmark, I learned that creative work often develops through an ongoing dialogue between the maker and the material. You add something, remove something else, change direction, and sometimes start over completely. The final image is not always visible from the beginning.

I approach posters in much the same way. I often compare my process to building a snowman. You start with a small form and gradually shape it. Along the way, you discover what works, what feels unnecessary, what unforeseen challenges you may face, and what needs further development. The poster reveals itself through the process rather than appearing fully formed from the start.

This openness to discovery is one of the reasons I continue to enjoy poster design. Posters provide a unique space for experimentation. They allow designers to test new visual languages, explore unfamiliar techniques, and engage with ideas that matter.

Many of my personal posters address social, political, or environmental issues. I am interested in how design can contribute to conversations about equality, sustainability, human rights, and our collective responsibility toward one another and the planet. A poster may not change the world on its own, but it can spark reflection, raise awareness, and open conversations that lead to change.

Travel has also had a significant influence on my work. Experiencing different cultures, meeting people from diverse backgrounds, and observing how societies function has expanded my understanding of the world. These experiences continually shape both the topics I choose to explore and the visual language I use in my art.

At the same time, I believe it is important not to become too comfortable — this coming from someone who lives in Denmark. I know many people struggle around the world. Designers should continue challenging themselves throughout their careers. Not every experiment will succeed, and not every poster will achieve exactly what you hoped. But creative growth often happens when you step outside familiar territory and allow yourself to take risks.

Curated by Olga Severina (PosterTerritory)

Olga is an exhibition curator and graphic designer residing in Los Angeles, California. Having a passion for the graphic arts, Olga Severina founded the PosterTerritory initiative that became a launching platform for contemporary art shows and poster exhibitions in the US and abroad. Under its umbrella, she curates graphic art campaigns that tackle a variety of social issues and feature artworks by some of the biggest names in the international design community.