Getting the Most From Your Billboard Advertising

Billboards can be a spectacular medium, if done right. And right means keeping them simple and capitalizing on the storytelling advantages of visual communications. Here are some creative considerations for developing effective billboard advertising:

Product Identification

  • Advertiser's name or product should register quickly.

Short Copy

  • Express basic idea quickly and with impact. Research shows the fewer words you use, the higher the recall.

  • Ads with eight words or less score the highest.

Legible Copy

  • Type should be large and well spaced on a simple background.  

  • Background should enhance the message, not compete with it.

Large Illustrations

  • Use visuals to tell the story.

  • All unessential details should be eliminated.

Bold Colors

  • Colors should be vibrant and contrasting.

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