The best billboard design seamlessly blends smart messaging with bold, eye-catching creativity to command attention. Effective billboards are straightforward, convey a clear message, and include a compelling call to action. The key is to have a defined subject and a specific goal that resonates with viewers.
Sound like a lot to achieve with just seven words or less? Absolutely. Designing a billboard demands simplicity in execution but complexity in strategy. Communicating a message within a mere five seconds—often the time it takes for someone to pass by—is no small feat. In fact, few other advertising formats require such precision and impact in such a limited timeframe.
As billboard experts, we’ve crafted and analyzed hundreds of campaigns, discovering the strategies that consistently succeed. Here are our top 10 tips to help you create a bold, effective, and memorable billboard in 2024.
1. Include a Single Call to Action
First, let’s address the most important part of the billboard: What you want people to do. This is the call to action, and it’s critical that you only include one. Including more than one confuses the message. For instance, if you provide both a phone number and a URL, people may be unsure which to use. Additionally, they likely won’t have time to note down a number, but they can easily remember a URL.
Your call to action should also make it clear what you want people to do. Short, direct commands like “Shop Now” or “Order Now” eliminate ambiguity. If your goal is to direct people to a physical store, include the address instead of a URL. This avoids potential confusion about whether your business is brick-and-mortar or online.
Hello Yello2. Limit Your Words
Driving is a serious responsibility. Most of your attention is on the road, and even passengers only have limited time to look at what’s outside the car. Studies have shown the average view time for billboards is six seconds. That is not a lot of opportunity, so you need to minimize your words and maximize their impact.
The conventional wisdom is seven words total; we’ve been known to go a bit above or below that. Other tips:
- Use strong verbs and commanding language.
- Speak directly to the person reading the board.
- Cut out extra, unnecessary words, like “very,” “many,” or “really.”
- Keep most of the words short.
3. Focus on One Image
Billboards may seem large, but their effectiveness depends on simplicity. They only have space for one dominant image to capture attention. Some advertisers make the mistake of adding multiple images, which often results in a cluttered and distracting design. Instead, stick to a single, impactful image that reinforces your message.
The accompanying text can complement the image and expand on the story, but the visual should do the heavy lifting in conveying your main point. A strong, focused image makes your billboard more memorable and effective.
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4. Be Bold
Subtlety may work for longer radio commercials, TV ads, or print campaigns, but it falls flat for billboards. Boldness is essential in every aspect of your billboard—messaging, colors, fonts, and imagery. Keep this in mind as you approach your design and campaign planning. Choose bold locations and embrace ambitious goals.
Don’t shy away from trying something daring. Billboard campaigns typically last around four weeks, making them an ideal opportunity for experimentation. If one concept doesn’t resonate, you can always pivot and try a new idea in the next campaign.
5. Use Contrasting Colors
Boldness isn’t just about messaging and imagery—it also applies to color choices. Use high-contrast color combinations to make your billboard stand out and ensure readability. For example, opt for dark text on a light background or light text on a dark background. This contrast draws attention and helps people quickly and easily absorb your message.
6. Pick and Size Your Fonts Carefully
When designing a typical 14×48-foot billboard, font size is critical for readability. Your font should be at least 24 inches tall to ensure visibility from a distance. Remember, your audience is often viewing the billboard while driving, so clarity and legibility are essential. Choose clean, bold fonts that are easy to read quickly.
7. Stick With One Vibe
As you may have noticed from our tips by now, consistency is key for billboard advertising. This is a single-frame campaign. You don’t have room for nuance — it will confuse people if you try to cover too much in your six-second bid for people’s attention. So when it comes to picking a mood for your billboard, settle on one thing and stick with it.
You can be whimsical or straightforward or playful; just don’t be whimsical, straightforward and playful all at once. The best billboards leave a strong impression. Mixing vibes confuses people.
8. Think Creatively
Your billboard can be whatever you want it to be. That’s the beauty of this format. While a standard billboard measures 14×48, you can add edging or extra panels to extend it — a real outside-the-box situation. Consider different formats, too, such as digital or 3D. While traditional billboards are an amazing option, they are not the only ones available. You can even combine several different types of billboards into a more impactful campaign.
9. Also, Think Local
People love seeing callouts to their city, state or region on advertising. It makes them feel seen. If you can localize your billboard in any way, by including pictures of a local landmark or using a phrase only that city’s inhabitants would understand, do it.
10. Follow These Steps in Designing a Billboard
Here are some essential steps to follow when designing a billboard:
- Obtain all submission details from the vendor. They will provide the exact dimensions of the billboard, preferred file formats for digital submissions, scaling tips, and other crucial specifications.
- Ensure you leave room for the bleed on all sides of your design.
- To simulate how your billboard will appear from a distance, take a few large steps back from your computer screen and observe the design. This perspective is closer to what passersby will see compared to viewing it up close.
- If your design requires terms and conditions, check with the vendor about sizing requirements. Many vendors have strict guidelines for printing text size.
- Use a vector art format to ensure your image scales correctly. This prevents pixelation or blurriness when the design is enlarged.
Design the Best Billboard for Your Needs
Still uncertain about the best way to approach your billboard campaign? Let us help. We can offer suggestions, walk you through the process, do everything for you — we offer whatever level of support you need. Contact us today.