Most Billboards Suck
If I’m being honest, I hate billboards. Most of them are overly complicated, poorly designed, aren’t in the right place, and there are just too many of them. If given the option, I’d tear most of them down and plant a tree instead.
Since I’m not in control of the world and billboards are here to stay, we can, at least, make sure they’re designed well, in the right place, and convey a message that will actually get through.
The key to billboard design is simplicity. Most billboards are located along roadways giving the viewer seconds to see them. There isn’t enough time to read complex messages or information. Simplicity is key.
A Visual Shout
The best way to think about a billboard is that it’s a visual shout to get someone’s attention for a second or two. Even if the viewer is a passenger in a vehicle, they’re unlikely to have a long time to see your billboard or take in a long message.
As with a shout, a billboard needs to quickly and directly convey its message to the viewer and give them an easy way of following up if they choose to. Don’t bother including long phone numbers, email addresses, or your office suite. Your name, a simple message about your products or services, and maybe your social media handle need to be enough.
A Visual Shout
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