Outdoor advertising can seem easy until it doesn’t. A large banner, an attention-grabbing message, and an eye-catching graphic. Sounds easy, right? However, executing it effectively has little to do with creating something that looks pretty. It has everything to do with creating something that resonates with people in an instant and stays with them as they zip by at freeway speed.
Good outdoor advertising combines brains with simplicity. So, here’s a relaxed and straightforward guide to five basic rules that will help anyone get the most from their outdoor space.
Start Simple and Stay Focused
This is the golden rule. Outdoor ads are not websites or flyers where people can pause. They see it or they don’t. Your message should get through in three seconds or less.
Pick one thought. Not two. Not three. Keep your lines short. Seven words or fewer is a good rule of thumb. If too much is happening, nothing will stick. A clean headline with one strong picture will often blow by a long paragraph.
Make Sure People Can Read It
Sounds obvious, but it is often overlooked. An ad could be fantastic when viewed up close on a screen, but how about when viewed across the street?
Large fonts. Bright colors. High contrast. These are what you should count on. Choose fonts that are gentle on the eyes. Fonts that are sans serif, such as Arial or Helvetica, are always a safe choice. And never forget about location. Your white ad will not stand out on a light wall. Your black banner may disappear on a dimly lit corner.
Only Use High-Quality Visuals
The first thing that stands out is your image. If that is grainy or blurry, that is the first impression that your brand gives off. Not what you want.
Keep the visuals crisp and sharp. Use high-resolution pictures and professional, clean graphics. If you include illustrations or product pictures, make sure that the pictures you use are relevant and eye-catching. Resist the temptation to include a lot of pictures in one place. A single striking image is worth more than a set of five that are just adequate.
Stay True to Your Brand
Branding matters, even outdoors. The color scheme, fonts, and feel of your outdoor ad should reflect your other forms of marketing. In this way, you can brand your message in such a way that people recognize the brand even if they don’t read the words.
It’s not about creating the same look on every site. It’s about creating the same tone. Consistency is what builds familiarity, and it’s familiarity that breeds trust.
Don’t Forget the Call to Action
What’s the point of the ad? What do you want people to do after seeing it?
It is where the call to action (CTA) button comes into play. It must be clear and prominent. Whether you choose “Call Now,” “Visit Today,” or “Order Online,” make it prominent. Yes, make the phone number or website address prominent enough to be easily readable on the go.
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Final Thoughts
Outdoor advertising can be effective if it’s executed correctly. It’s a matter of design, message simplicity, timing, and knowledge of human visual behavior in the real world. If you can follow these five guidelines, you might just increase your chances of turning a glance into an action.
Looking to design an outdoor ad that actually makes people stop and notice? eBannerSigns has the tools and talent to make it happen. From concept to print, get ads that work where it matters most: out in the real world.
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