Art in Nature

I found this poster in Lausanne while walking along a busy road by the lake. It was on a path that a lot of poeple walk, bike and drive by. The poster was about eye level with a person walking by.
This poster is a very International Style poster. The font is sans serif and you can see they followed a very mathematical grid system. The writings are in different sizes but all look as if they were set in a grid. The largest font is what catches your eye but the arrows make your eyes move throughout the poster.
The concept of this poster is to advertise an art show going throughout this summer in Lausanne. I am not confident that this poster will be very successful because the actual information regarding the details is a small font and could not be read by a person riding or driving by. If you were on foot, you could stop and gather the information (such as the website address) but other than that the fonts are all too small to see from further than 5 feet away. The 55-5-5 rule does not work from 55 feet away. From 5 inches it does stay interesting and attractive and is most informative from 5 feet away.
What attracted me to this poster was the natural photography and simple font. The red arrows also caught my eye, then i saw the other arrows that kept my eye moving. I liked the message of "Art in Passage" and the connection of art with nature.