We all know that advertising is very expensive and very few of us can afford to lose $6000.00 even if it is company money. Below you will find a list of the most costly design mistakes and tips to avoid making them. So how to design a billboard ad has unique elements and rules as to not be overlooked by viewers.
|With clarity in the message, design must now be considered. The principle was well expressed by Antoine de Saint Exupery: “You know you’ve achieved perfection in design not when you have nothing more to add, but when you have nothing more to take out.”
There you have it, a simple list of the most costly billboard design mistakes. Now you can easily avoid these common billboard advertising mistakes and several others by trying this simple experiment.
1. First, take a printed copy of your billboard and put it up on the wall.
2. Then take 20 steps in one direction away from the layout.
3. Now turn around and immediately start walking towards the billboard layout. But be careful and watch where you step so you don’t run into anyone or anything.
4. Do not slow down when you reach the sign, instead just turn away from the sign.
5. Now stop and think about the layout. You have just viewed your billboard just like passing motorists would see it.
6. Do not look at the layout again and ask yourself the following questions.
Courtesy: ©Selena McIntyre 02′
The audience for outdoor advertising is mobile. They are constantly on the go and short on time. This fast pace lifestyle of your audience reduces the time you have to reach them with your message to only a few seconds. Because of this limited exposure time, designing for outdoor requires a focused creative approach. Below are some tips to help you meet this challenge.
THE CREATIVE CHALLENGE
1.Express the most important idea concisely.
2.Use short copy lines. Seven words or less.
3.Make sure the advertiser’s name is legible.
4.Try to use either a website or a phone number, but not both.
1.Use bold colors. Being subtle from 600 feet does not work.
2.Forget about white space. It does not apply in outdoor like in print.
3.Use contrasting colors, they read better from a distance.
Use bold, non-serif fonts. Avoid decorative, italic or thin serif fonts.
THE CREATIVE CHALLENGE
Show your design to someone for seven seconds. Did they get it?View your design from a distance. Does it read from fifteen feet away?Less is more, much more when using outdoor advertising to communicate a message. A common mistake is trying to accomplish too much with a single ad. By overreaching, an advertiser can dilute their message and reduce the effectiveness of the ad.
How to design a billboard. You would think it is common sense, but in fact is is not! The amount of lousy signs out there is around 60%. Meaning the advertising pissed into the wind… the money was partially wasted. For this type of designing, the designers needs to be aware of OOH rules and the view of the sign they are designing for. Not all creative agencies, creative people or designers are created equal. When it comes to OOH, this carries a different approach, and hence is very different to doing print, instagram, tv, or whatever other medium.
Humor and Intrigue
This is a powerful design choice, since humor and intrigue require less ad weight to build awareness than a mundane execution. Humor arouses the most favorable response among viewers. Intrigue involves a viewer by using words or pictures that are not immediately comprehensible, a puzzle or solution relationship.
Stimulates a viewer using unexpected or unusual design elements. A surprised viewer will do a double-take and will generally experience an emotional response once the essence of the message is understood.
Designs that present pleasing, pleasant images or ideas may be soothing to observe or enjoyable to study in detail. More dependent on pictures than words.
Generally produce the lowest recall among Out Of Home advertising viewers. Although pure branding of name over time can be very effective, literal won’t quickly accomplish that. Entertainment destinations are unique if you decide to use a literal message, if you have a recognized brand or name. On the other hand, if you try to advertise an unknown show, name or entity with a literal message you are wasting money. The summary for design execution is Keep It Simple!
Five Sure-Fire Design Tactics
Impactful design is art and science. The following tactical considerations are elementary, yet crucial:
• Location, Location, Location
• Physical Orientation
In other words, you want the right message, right audience, right time, right place.
Six Guidelines for Creating Out of Home Advertisements
Accuracy – Express the most important idea concisely.
Boldness – Present dynamic or provocative messages, don’t do boring
Borders – Don’t’ be confined by the boundaries of a frame (extensions, 3-D)
Clarity – Limit the number of words and pictures
Brevity – Less than 7 words. Less than 3 elements
Color – High color contrast can improve out of home advertising recall by 38%
Common Causes of Production Delays