Creating Your Ad
These days many of our customers choose to design their own artwork. However, in case you don't have a marketing team at your disposal, or a degree in graphics design, let us guide you through the process. We have an in-house graphic artist who can help craft your ad if you're struggling for ideas. This helping hand is affordably priced with short term contracts, and free of charge with long term ones.
However, if you're interested in proceeding on your own, we've included some sample billboard designs, as well as some tricks of the trade to help keep you on the path to success. Call or email for a spec sheet.
TIPS & TRICKS
LESS IS MORE: One simple fact...uncluttered billboards usually achieve greater success. Ideally, your billboard design should consist of just 3 main components:
1.) A compelling image/logo
2.) A unique, emotionally charged headline
3.) Your name + contact info
Bear in mind that customers are driving by, often at high speeds. They only have 5-10 seconds to notice, become engaged by, and process your message. Don’t make it more difficult by cluttering your design with too many distractions.
Try to keep your copy length to 7 words or less. The fewer words there are, the greater the chance they’ll understand, retain, and recall your message.
GET TO THE POINT: Laser focus on a single key objective. You’ve only got seconds to convey your message, which means there's no time to list multiple features, a lengthy mission statement, or all-inclusive contact information. List a phone number and/or website, and they'll get the rest of the info when they call/visit you online. Focus your design on a single objective. Make one point with IMPACT!
COLORS: Choosing the right colors can make or break an advertising campaign. Not only do the proper colors make a billboard more noticeable, but they also make it easier to read (which improves recall). Choose bold colors with high contrast in both hue and value. Contrasting colors are viewed well from great distances, while softer colors with low contrast will blend together and obscure your message.
With an average viewing time of about 7 seconds, passersby don't have enough time to try and decipher the text and receive the full impact of the ad. Black text over a yellow or white background is the easiest to read. Here is a handy chart.
FONTS: Once again, keep in mind that drivers only have a few seconds to read your copy, so don't cram your sign with multiple styles of font. It's generally a good idea to avoid ALL CAPS (which tend to blur together) and to use clean, bold typefaces that are adequately spaced apart. Thin, ornate and cluttered fonts can be harder to read, reducing the effectiveness of the ad. Don't be afraid to use LARGE font sizes. Humungous type not only helps readability but adds life to your message.
THINK OUTSIDE THE BOX: Absolutely nobody remembers dull. Don't think of your billboard as simply a way to communicate information. Picture it as a way to grab people's attention, make them think, or give them a laugh. Using humor and intrigue usually leads to more vivid recall of your message. In some cases you can take your vision beyond the regular boundaries of the billboard. Extensions, or wood cut-outs mounted to the top or side of the structure, allow you to truly individualize your ad, setting it further apart from the competition. However, keep in mind that some municipalities restrict or limit their usage.
TEST YOUR DESIGN: Show your billboard design to someone for 5-7 seconds. Are they able to read the entire message? Do they easily understand the concept? Simulating a drive-by-viewing will quickly point out simple mistakes that could kill your response rate.