Out-of-home advertising, from roadside billboards to posters in stations and bus shelters, is one of the oldest forms of media. It is also one of the most demanding. People see it while walking, driving or waiting, often for just a moment. There is no scrolling back and no pause button. Designing for these conditions requires discipline and simplicity.
One message, not three
The biggest temptation is to say too much. A poster that tries to include a headline, a list of benefits, an offer and a website address will usually communicate none of them. Choose one clear message and let everything else support it.
Keep words to a minimum
Short headlines are easier to read at a distance and at speed. Aim for a line that can be taken in at a glance. If you need more words to explain the idea, it may be better suited to another channel.
Make the brand unmistakable
People should know who the advert is from without having to search for a small logo in the corner. Use distinctive brand colours, shapes and characters that are recognisable even from far away. Place the brand where the eye naturally lands.
Design for the real environment
A design that looks great on a laptop screen may disappear on a busy street. Before approving artwork, consider:
- How it looks at a small size, which roughly mimics viewing from a distance
- Whether text contrasts strongly with the background
- How it will appear at night or in poor weather
- What surrounds the site, such as other adverts, shop fronts or trees
- Whether the audience is moving quickly or waiting nearby
Use context creatively
Some of the most memorable outdoor work plays with its location, the time of day or the people passing by. A message placed near a relevant venue, or written for people on a particular commute, can feel far more personal than a generic advert.
Connect it to other channels
Outdoor advertising is often strongest as part of a wider campaign. Keep visuals and headlines consistent with your digital and social work, so each channel reinforces the others.
Out-of-home rewards bold, simple thinking. If you are considering a poster or billboard campaign, the Northpeak team would love to talk through the possibilities.
