Research.

Paul Rand:

Paul Rands design in adverts is really minimalistic and uses mostly primary colours and lots of white space but he does this well because the images themselves have a lot of depth to them which is really effective as it still draws you in a lot when looking at the posters. The font size that he uses is not the biggest but this makes you come in closer so that you can read it easier, so in some ways this is a really good idea as the viewer has to come in really close to actually better look at your poster.

The fonts that he uses in most of his posters in Helvetica because he is a Modernism era and likes crisp and very clearly looking text and images themselves as this goes with the themes of most of his designs and art work.