Billboard Design Tips
Why Simple Billboard Designs Win.
Why Less Really Is More.
At Robinson Outdoor, we’ve found that the best-performing billboards don’t try to say everything. Instead, they focus on communicating one clear message quickly and memorably. It’s a philosophy that’s also reinforced by the Outdoor Advertising Association of America’s (OAAA) Creative Best Practices, one of the industry’s most trusted resources.
Let’s imagine you are driving 55 miles per hour down the highway. As you pass a billboard, your attention is divided between the road ahead, surrounding traffic, and road signs.
NOW ASK YOURSELF – “How much information can someone realistically absorb in just 8 seconds?”
That’s why the most successful billboard campaigns have one thing in common: they’re remarkably simple. A bold, uncluttered billboard is easier to notice, easier to understand, and far more likely to be remembered. A simple billboard cannot be ignored.
Here are six principles that consistently make billboard advertising more effective.
One Message Is Better Than Five: One of the most common mistakes businesses make is trying to advertise everything on a single billboard. Digital billboards work best with dynamic creative, making one clear message far more memorable.
Large Type Gets Read: Simple messages get a better response. Large, bold typography makes your message easier to read at highway speeds. If your design has more than ten words, there’s probably too much copy on the billboard.
One Strong Visual To Grab Attention: Your billboard should quickly communicate its message by having one strong visual that tells the story. People remember pictures long before words, and a single image often draws people to your ad.
Strong Contrast Improves Readability: High-contrast colors help people read your message quickly. Light text on dark backgrounds (or vice versa) consistently delivers the best readability making your message easier to read from a distance.
Make Your Logo Easy to Find: Your billboard should always build brand recognition. Your logo doesn’t necessarily need to be the largest element on the billboard, but it should be easy to locate and recognize in a matter of seconds.
Be Memorable. Be Creative: Focus on creating an eye-catching design that leaves a lasting impression. When people remember your brand, they’re more likely to search for your business online or connect with you on social media.
Backed by Industry Best Practices
Many of the creative principles we use every day are reinforced by the Outdoor Advertising Association of America (OAAA), the leading trade organization for the out-of-home advertising industry.
Their Creative Best Practices Guide recommends:
- One clear message
- Large typography
- Strong visual hierarchy
- High contrast
- Designing specifically for the few seconds drivers have to view your billboard
- Eliminating unnecessary information
These recommendations align with the same philosophy our design team uses to help customers create effective outdoor advertising.
👉 Download the OAAA Creative Best Practices Guide (Click here for the PDF).