Billboard Designers - Think Fast!!

It amazes me to this day that some of the most skilled designers just don’t get it. The most creative designs and perfect layouts flow from their Macs, but when it comes to billboards and outdoor advertising, I’ve watched one after another fail miserably.

To create a successful billboard campaign, designers need to think fast. Here are the top 5 things to remember when designing for billboards:

     1. Limit your text – People are moving at 55 mph or higher, so they can’t read a paragraph. Make a statement, literally. Your max for the entire board should be 8 words.

     2. Survey the surroundings – If the backdrop of the billboard is the skyline, design your board with a color that contrasts that skyline. Don’t use white, gray or blue; consider yellow or orange

     3. Size matters – Make sure your text is large enough. Sure, you can read it on your screen, but how far away is the board from the road? Here’s a nice guideline to go by: 4” per 100ft; 10” per 250ft; 22” per 500ft, etc.

     4. Cut the clutter – Over-designing a billboard with a lot of pictures, backgrounds and fancy text will counter the medium. Keep it clean and easy on the eyes.

     5. Think fast – Convey the message quickly. State your call to action as quickly as possible. A general rule is to convey your message within 5 to 10 seconds.

If any of these 5 tips befuddle you, just take a look around the next time you’re soaring down the highway. After seeing some real-life examples, I’m sure you’ll get it.

Can you hear the rumbling? That means your crossing the double-yellow center line trying to read this board. Too many words and poor design create absolute visual chaos for this board and any oncoming traffic.