It is a truth universally acknowledged, that a city in possession of a good transit system must be in want of some posters. The art of the poster seems to have diminished with the emergence of so many alternative media, ranging from TV to Internet, and markets for commercial art from advertising to the Infographic. Yet we still want to communicate with transit users and encourage them to behave in certain ways (shop during the off-peak, don’t eat on the bus) or consider certain destinations.
While it would be great to have more new posters like the London ones in the upper left, we do not avail ourselves to the opportunities that are already present. I see ads for destinations at bus stops in the Twin Cities which don’t even tell you how to get there via transit. A recent one I saw was this otherwise excellent poster for the Como Zoo . How hard would it be for the Zoo ads (or all ads) to have a tag line at the bottom identifying which bus routes (the number 3) serve the Zoo? Maybe the transit agency could encourage posters for destinations to have brief transit information on the poster (by discounting the ad rate a little bit).
Sure, most customers won’t use it, half of advertising is wasted. Nevertheless, this piece of information lodges in the passerby’s mind that:
- It is in fact possible to get to the Como Park Zoo by transit,
- The number 3 bus goes near Como, if I need to go near there, I might be able to use a bus, and
- It might be possible to get other places by transit.