Designing the most effective billboard artwork is not a straightforward matter of converting a double page magazine advertisement to fit the sign space – there are some key guidelines that have to be carefully considered.
The Golden Rule of Outdoor Billboard Advertising
Seven words or less!
Good vs. Bad Design
Successful outdoor design will catch the eye of drivers and be readable at roadway speeds. While the options are limitless for creative designs, effective outdoor design can be degraded by clutter, lack of contrast, small font size, and the wrong font style
The best messages in outdoor are always simple and precise. Apply restraint to the design with a single focused image and seven words or less to achieve the best results
Even though individual colors can be bright, the combinations of colours can result in low contrast. The use of too many colors weakens the focus of the message by producing conflicting emotional responses
Too Small to Read
With only three to five seconds to grab a driver’s attention, it is vital for outdoor lettering to be large enough to be read from a distance. Drivers who cannot read a billboard are unlikely to look again.
Ornate or elaborate font styles become a frustration because they take too long to read – if they can be read at all!