Billboards have long been a familiar form of advertising media. We see them every day along highways and freeways. But what makes a good billboard, and what are the best design elements to include in your billboard so that it can be an effective marketing tool for your business?
Billboards are distinctly different from other forms of advertising. The same design process used for a magazine ad, brochure or web site will not be the best design process for your billboard. Although several of the elements will be the same, such as including your logo and brand, a call to action for your target market and visual elements that attract attention, a billboard design requires some special consideration. Your billboard designer will follow these guidelines to create the most effective billboard for your marketing campaign.
Remember that your billboard will be seen by your target audience while they are driving. This means that you’ve only got about 3 to 7 seconds of their attention. A good designer can create a billboard design that’s memorable and gets your message across in that brief span of time.
The fewer words on your billboard, the better, so when writing your billboard content, keep it simple. I will include, at a minimum, your logo, your contact information in brief, (such as your phone number, website, or address) and, if you own a storefront business, I will add some directional information so that your potential customers can find your place of business. Finally, you will want to incorporate your call to action and/or your tagline to entice your target audience to follow up with a call, a click or a visit to your place of business.
When choosing the font for your billboard, I will be looking to maximize readability. Choosing bold fonts over scripts or unusual fonts will be the best way to go. Clear, bold and easy-to-read elements are key.
The same holds true for the images you choose for your billboard. Your photography or graphical illustration for your billboard needs to be relevant to your target audience as well as attracting their attention.
I will also help you choose the best color scheme for your billboard and will keep in mind that your billboard will be visible day and night. Using contrasting colors rather than colors that are similar to each other will help your billboard been seen from a distance. A good designer will choose colors that can be easily seen in a variety of lighting situations.
Choose a designer will follow these guidelines to help you create an effective billboard that is short, simple and to the point, but which grabs the attention of drivers in a creative and inviting way. Contact me for a consultation on your billboard design.