Billboard has the least time of all advertising media. Most of the time, the viewer is on the move and only looks at your ad for a few seconds. That's why the golden rule of outdoor design is ruthless simplicity: one image, one message, a few words.
Remote readability determines everything. Big and clear typography, strong contrast and breathing space; Details that work on small screens are completely lost here. 'Reading from a car in 4 seconds?' question is the only test of a good billboard.
When designing an outdoor advertisement, I remove the text from the sentence and reduce it to the core idea. Because in the open air less is always more; Each extra word reduces the chances of the message being read.
Frequently asked questions
Is four seconds a valid reading time for Billboard for everyone?
No. Location, movement speed and visibility change the duration. Instead of considering the length of the title as an absolute rule, keep the main message short and evaluate it according to the actual medium conditions.
Is it a good idea to show multiple offers on Billboard?
Multiple messages share attention and reading time. In many cases, it may be clearer to highlight the single most important offer; consider the scope along with the amount of time the viewer can see.
