The document discusses the design process for a movie poster. It describes two concepts that were developed: 1) The first poster featured the main protagonist Eve looking up at the trees with her tattoo visible, challenging conventions by not depicting her in distress. However, it lacked clear horror elements. 2) The second poster incorporated more horror conventions by including a large hand grabbing towards the viewer, alluding to threats in the woods shown in the trailer. User testing found this second poster was preferred by most participants as fitting better with the horror genre.