The objective of Poster design falls somewhere between that of advertisements and flyers. They usually have more information than an ad, but less than a flyer. The objective is to engage (get the viewer's attention), then inform and/or persuade. Due to their larger size, they can be viewed from a distance, often providing the opportunity to be more visually bold and expressive, which can be achieved by maximizing the use of color and imagery, while minimizing the use of excess wording. In other words, a flyer can have more information, because it can be taken with a viewer, to read or remind them of the information later, where-as posters are typically affixed to a wall and must be consumed right there.