Creative guidelines

Planning

STICK TO ONE MESSAGE

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.

THE CREATIVE CHALLENGE

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.

DO’s

 

DONT’S

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Consistency to the Message

Express the most important idea concisely. Use short copy lines. Seven words or less. Make sure the advertiser’s name is legible. Try to use either a website or a phone number, but not both.

 

 

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Bad example

Large copies make the message dissapear from the the viewers eyes

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Colours

Use bold colors. Being subtle from 600 feet does not work.

Forget about white space. It does not apply in outdoor like in print. Use contrasting colors, they read better from a distance.

 

 

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Low contrast?

The use of shades of color without strong contrast is a bad idea.

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Fonts

Use bold, non-serif fonts. Avoid decorative, italic or thin serif fonts.

 

 

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Caligraphy does not work

Thin typeface with extensive serifs is very hard to read while driving.

 

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Images

Choose images with simple backgrounds. Avoid using landscapes or complex scenes. Make a small object large rather than a large object small.

 

 

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Clear vs Simple images

Thin typeface with extensive serifs is very hard to read while driving.

Test your Design

Finaly, it is a very good idea to 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?

 

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