A Picture is Worth a Thousand Words!
Want to know what works in Outdoor Advertising? Our Creative Guide offers some great tips for creating effective Outdoor.
A simple, single-minded message has great street presence. With only a few seconds to create an impression, it is essential to clear away the extraneous. Focus is the key.
Involve the viewer
Out-of-Home creative brings the street to life. The use of humorous, intriguing, or aesthetic images are very effective in capturing audience attention.
Distance is a variable that must be considered. Because the audience is often in motion, the viewing time of an Out-of-Home product is sometimes limited to just a few seconds. Effective Out-of-Home design depends not only on the style of type or the combination of colours used, but also how these elements work together when viewed at a distance. A headline must be legible at any reasonable distance, from close by to at least 400 feet away. When designing, consider how the design looks from the other side of the room - and how it looks as you walk briskly past it.
The Use of Colour
Effective use of colour is one of the most important considerations when designing for Out-of-Home. Designers should seek out colours with high contrast in both hue (the identity of the colour, such as red, green, yellow), and value (the measure of the colour's lightness or darkness). The greater the contrast between colours, the greater the impact achieved, while colours without contrast blend together and can obscure the message. Blue and yellow work well together because they have high contrast in both hue and value. Red and green have a strong hue difference but in values they are very similar and therefore have poor contrast. White goes well with any dark value colour, while black is good with colours of light value.
Choice of Type
Colour contrast, type choice, style and size are all critical factors for legibility in Out-of-Home. Feelings and opinions about typeface choices and styles of lettering can be subjective. Common sense dictates that they should be simple, clear and easy to read. Type faces in upper and lower cases tend to be easier to read than all capital letters.