It has to have 3 ingredients:
3. a form (more than a sheet of paper)
It has to do something – turn, fold, flip.
A key aspect is text of ranging sizes + fonts, especially text which runs off the page, forcing you to folloe it, open the poster, rotate it to see more. I want to thouch it, to zoom in and out – that is, to conclude a thought and have my attention renewed by an adjacent image.