Willem Sandberg's rules for poster design

Willem Sandberg's rules for poster design:

1. A poster has to be joyous.

2. Red has to be in every poster.

3. A poster has to provoke a closer look, otherwise it doesn’t endure.

4. With a respect for society, designer and director both are responsible for the street scene, a poster does not only have to revive the street, it also has to be human.

5. Every poster has to be an artwork.