In the world of outdoor advertising, billboards remain one of the most powerful mediums for capturing attention and delivering messages to a mass audience.
However, designing an effective billboard campaign requires a unique approach that differs significantly from other marketing channels. Here are the five most crucial principles to consider when creating your next out-of-home campaign.
1. The Six-Second Rule: Keep It Simple
Your billboard has approximately six seconds (but realistically, bank on 3 seconds) to make an impact – the time it takes for someone to notice, read, and process your message while passing by. This brief window demands exceptional clarity in your design approach:
- Limit your message to seven words or fewer (don't be tempted to use 10lbs of copy 😃)
- Use a clear, single-focused message rather than multiple competing ideas
- If your message needs more "room to breathe" have you considered board sequencing? Stringing out your message along a roadside over several billboards
- Avoid complex visuals that require detailed examination
- Remember that simplicity isn't just about minimal design – it's about instant comprehension
- If you want to activate a mobile experience, think about QR code placement
2. Size and Legibility Matter
The physical scale of billboards demands careful attention to sizing and legibility considerations:
- Use high-contrast color combinations that remain visible in various weather conditions
- Ensure your font size follows the distance visibility rule: letters should be at least 1 foot tall for every 50 feet of viewing distance
- Choose sans-serif fonts for better readability at a distance
- Test your design by viewing it from multiple angles and distances
- Consider how your design will appear during both day and night. This may sound stupid, but has the billboard got a high enough NIT value to be seen in bright sunshine, I've seen some recently pertaining to be "premium" sites that look dark during daylight.
3. Strategic Color Psychology
Colour choices can make or break your billboard's effectiveness:
- Select colours that align with your brand while ensuring maximum visibility
- Use contrasting colors to make text pop against the background
- Consider your billboard's environment – avoid colors that might blend into the surroundings
- Remember that bright colors attract attention but shouldn't overwhelm your message
- Test how your colours appear in different lighting conditions
- There is an old saying, the detail is in the whitespace 😉
4. Location-Specific Design
Your billboard's location should directly influence its design:
- Consider the speed (and at what elevation) at which people will pass your billboard (Pavement vs. Bus vs Car etc)
- Account for viewing angles and potential obstructions
- Adapt your message to the local audience and context
- Think about the surrounding environment and how it might affect visibility
- Design with consideration for the typical viewing distance at your chosen location
5. Clear Call to Action
While billboards aren't direct response media, they should still guide viewers toward a next step:
- Use memorable website URLs, phone numbers, social media handles or QR codes
- Keep contact information brief and easy to remember
- Consider using memorable mnemonics or rhymes for better recall
- Include location-specific information if relevant (e.g., "Exit 24" or "2 blocks ahead")
- Make sure your call to action is appropriate for the viewing context
Implementation Best Practices
When executing your billboard campaign, consider these additional factors:
Testing and Validation
- View your design from different distances and angles
- Test your design in various weather conditions and times of day
- Get feedback from people unfamiliar with your campaign
- Consider creating a mock-up at scale before final production
Technical Specifications
- Work with high-resolution images
- Account for bleed areas in your design
- Consider the material and printing process being used
- Plan for different billboard sizes and formats
Campaign Integration
- Ensure your billboard design aligns with your broader marketing campaign
- Create consistency across multiple billboard locations
- Consider how your billboard message integrates with other marketing channels
- Plan for seasonal changes or campaign updates
You might think blah, blah, blah, blah, blah. But it's your companies money, so think on your sins 🧐
Conclusion
Successful billboard design requires a delicate balance between attention-grabbing visuals and clear, simple messaging. By following these five essential principles – simplicity, legibility, strategic color use, location-specific design, and clear call to action – you'll be well-positioned to create an effective out-of-home campaign that captures attention and delivers results.
Remember that OOH is just one part of a larger marketing ecosystem. While they excel at building brand awareness and reinforcing messages, they work best when integrated into a comprehensive marketing strategy that includes other channels and touchpoints.
The most successful OOH campaigns are those that understand their audience, respect the medium's limitations, and leverage its unique strengths to deliver memorable, impactful messages that drive real results.
If you have a campaign in mind, we'd love to speak to you. Use the from below to get in touch👇
