Design tips

Tips for Outdoor Design

Outdoor Advertising is a unique media.  Please review the following tips and consider them for your display design.

  • PRODUCT IDENTIFICATION - Make sure you are able to read the advertiser’s name. 
  • SHORT COPY - No more than 10 words total, and only five words in a headline. 
  • SHORT WORDS - Use short words for faster comprehension. 
  • LARGE & LEGIBLE TYPE - Remember these are viewed from 400 to 800 feet away.
  • INCREASE LINE THICKNESS - At a distance, thin lines optically disappear. 
  • BOLD COLORS - Being subtle at a distance just means it doesn’t get noticed. 
  • SIMPLIFY EVERYTHING - Focus on one key objective. Don’t distract the viewer with multiple messages.
  • HIGH RESOLUTION IMAGES - Use 300 dpi images and scans for artwork and design.

This is a great Study and Theory Document created by the OAAA: Creating Award Winning Outdoor: White Paper

Below are some things to consider when designing your ad.

Does your message communicate fast and effectively?
Your viewer will have an limited opportunity to see your message. On a City Road in front of a Stop Light gives the audiencec a few minutes to read your message, but Remember, if your ad is on a highway, cars are traveling at an average of 55 mph or more, so keep that in mind. If the ad is cluttered with too much info, the viewer will not get this info gradually over time. Instead they will ignore the ad altogether as too hard to read. Simplicity is key to a billboard's effectiveness. It is generally recommended to use no more than 7 words.

Does letter font matter?
For easiest legibility at a distance, experience and research indicate that the width of a letter’s vertical strokes should be about one-fifth its height. Horizontal strokes may be slightly thinner. ype usually works best on a billboard if it's bold, straight and , frankly, 'boring'. Choose heavy weights of type. Avoid faces with thin lines. Sans Serif fonts work best in outdoor advertising.

Does the message create maximum visibility?
Use colors and pictures to contrast with the sky and other surroundings.

Is the ad readable from various distances, angles, lighting and weather conditions?
Your creative design should be specific to the board if possible or if not then designed for the poorest visibility board in the showing.

Are you saying only one simple key statement?
Nothing else will be read and may endanger the more important messages. Do not put words or sentences stacked on top of each other. This reduces the ability to understand and view the message. Less is more.

Does your ad have a sufficient amount of space between the actual lines and words?
If the letters or words run together it won't be read. Is the text contrasting in color with the background? Use a PMS or other color system. If you have an image, make sure it attracts the eye separate from the background and the copy.

Do the background colors contrast with surroundings?
(i.e. sky, buildings, backdrop of board). Are the colors used primary and secondary in nature? For example, color combinations that work are blue and yellow or red and black. Whereas, colors such as purple and yellow, or red and green vibrate together at too high a frequency and do not tend to be as effective. Too much of a good thing - like white space - is, well, too much of a good thing. White space doesn't translate well from magazine ads to outdoor. Outdoor has its own color theory. Colors that work best in Outdoor: black, white, vibrant yellows, reds. Colors to avoid: brown and earth tones -- unless you want your ad to fade into the background. As with every set of rules, there are award-winning exceptions. But if you want to break the rules well, it's best to know what they are first