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Billboard Design: Part II

Our big takeaways from our Part I post included having:
large font
short and simple messaging
deliberate design

Let’s delve a bit deeper into the deliberate design piece. What will colors, imagery, and layouts give your billboard the most attention and make it stand out from all the rest? Of course, this will depend on your target audience, product, and public brand awareness. For example, when we see a billboard with ‘eat mor chikin’, we immediately know what company that is without their billboards ever highlighting the name of the business. This is because Chick-fil-a is a nationally recognized brand. That being said, most companies don’t have the brand recognition that Chick-fil-a does. So how can you go about having an effective billboard and build your brand recognition all at the same time? It comes right down to your message: what identifies your brand.

Your message on a billboard needs to be short, sweet, and to the point, while aligning with your main message. Sometimes this is in the form of a slogan, other times it could be just a winning line that links your particularly campaign with your brand. Either way, those five words or less really matter. More than the words though, how do the images and colors for your billboard contribute to its success? Your imagery should be relevant to the product or service you’re trying to generate business for. For example: if you sell jewelry, you shouldn’t have a photo of shoes instead. Regarding colors, the combinations with the biggest contrast will attract the most attention. Just make sure that the colors you choose to align with your brand and message.

Overall, as mentioned in our Part I, make sure the billboard isn’t too busy. Simplicity is the key here. An easy to read, easy to understand message that can be digested in five seconds will have the most impact.

Check back soon for our next post about how to build a brand, and how it relates to billboard design!