Short & Precise
Less is more in outdoor. It should focus on one key message with a maximum of 10 words.
Visibility
Message should be highly visible and can be read from distance and in just a few seconds. Make sure client name and logo are to the fore & preferably in bottom right hand corner for maximum recall
Fonts
Fonts should be bold and easy to read up close and from a distance. Avoid fonts that are thin or to fancy. Allow adequate space between letters words and lines.
Colour
Bright bold colours and high contrast will ensure your message stands out. Choose strong and contrasting colours that are different in hue and value. For example yellow background with white writing works well.
Innovative & Humorous
Research shows that innovative or clever content as well as humour deliver the highest levels of recall. Humour, striking images and simplicity are all very important criteria for successful campaigns.
Well Branded
Recall for well branded outdoor advertising is significantly higher than for poorly branded messages.
IMPORTANT THINGS TO REMEMBER-
- Single minded, focused ads deliver more impact
- Puffed up product benefits lose credibility
- Readability is critical in effectiveness
