Keep it Simple – LESS IS MORE – Seven words or less (The Golden Rule)
- Travelers typically have 5-10 seconds to read a billboard.
- it’s always best to try and put something up that everyone can read, regardless of what speed they are going & before they turn their attention to something else.
- Use short simple words with quick & easy comprehension.
Only put one call to action
- Be direct with where you want to drive your traffic.
- There is no need for you to put multiple ways to be contacted.
- Don’t forget the name of your company is also a mild call to action where people can search for you online long after they’ve seen your ad.
- Does your target audience have the necessary information to respond to your ad?
Only use readable and large fonts
- You want people to be able to read your message.
- The smallest recommended height for lettering on a standard 14″x48″ billboard is no less than 24 inches for visibility at 500 feet away.
- So if the letters aren’t at least 2 feet tall, no one has is probably able to read it.
- In addition to font size, another good rule of thumb is to use Sans-Serif fonts (meaning a font without little feet).
- Sans-Serif fonts, like Arial, are more legible than Times New Roman.
Use bright and highly contrasting colors for fonts and backgrounds
- Colors that have a sharp contrast or pop against each other are much more legible than those that blend together.
- Studies have shown that using highly contrasting colors can improve recall by 38%.
- The highest contrasting colors are black and white or black and yellow.
Ditch the phone number
- Unless it’s a clever vanity phone number, URLs/Website are more memorable and customizable.
- Even when people see a number, the first action they often take is to search for the company online.
- An easy to remember URL will allow you to capture your target audience and immediately bring them into your other marketing channels.
- This way you can continue your marketing efforts by other means, increasing your ROI.
Only use one graphic/image concept
- If you use more than one main image for your billboard creative, you create twice as much noise.
- A picture is worth a thousand words, and there’s no need to get two thousand in there.
- It is just too much and too distracting from any message you’re trying to convey.
Don’t be BORING
- No matter what your style is, try to get out of your comfort zone & do your best to be memorable.
- The key to Billboard Advertising is recall, your message has to be remembered.
- Be sure when you start your creative process to always keep this in mind when constructing your message.
- It’s always best to rely on the experts (LIND Media) to help you get your message across to consumers.
Keep your Microsoft / Publisher files
- Please supply “High-Resolution” images & logos.
- Using good imagery only improves attention & readability.
- Microsoft applications produce Low-Resolution imagery and do not enlarge very well.
- Rely on Lind Media to help you choose the right files to use for the right impact!