Outdoor advertising design should be simple. No one traveling at
90 miles per hour down the highway has time to look at the details
of a billboard or read long copy. A billboard must be short,
sweet, and get right to the point. If it is not, it will be a
colossal waste of money.
Effective Outdoor Advertising Design
To get the most out of outdoor advertising, an outdoor advertising
design should have a brief tagline. Limiting the tagline to seven
words or less is a good rule of thumb. Seven words can be read at
almost any speed, but anything longer runs the risk of being
overlooked. Also, with a short tagline, drivers are more apt to
remember the tagline and the accompanying image as they go about
their day.
The imagery on a billboard is also extremely important. Outdoor
advertising design should utilize all of the space a billboard
provides, but that does not mean every space should be filled with
text or image. The blank space around text and images can be used
to draw focus just like a spotlight draws focus to an actor on
stage.
