Designing Effective OOH
Lamar’s designers share their simple tips for creating effective OOH designs. Keep these basic principles in mind as your creative begins to take shape. Download OOH Design Tips »
Keep It Simple
OOH advertisements should be straightforward and to the point. Go with one idea. In many cases, OOH ads are used to help your audience get somewhere or suggest what they should be doing. Tell the truth, and don’t sugar coat the message. Resist the urge to pack a lot of information onto a billboard. If you keep the message simple, you’ll get a better response. Because our audience is mobile, exposure time is typically four to five seconds. So say it loud and say it clear. But try to say it in seven words or less.
Use Readable Fonts
Fonts selected for OOH designs must be easy to read from variable distances. Use large, legible typefaces. Fonts with thin strokes or ornate script will be difficult to read, so stay away from those. Adequate spacing between letters, words and lines will enhance visibility. Another tip: words comprised of both upper and lower case characters is generally easier to read than all upper case. Download Letter Height Guide »
Color weighs heavily on the success of a campaign. Research demonstrates that high color contrast can improve out-of-home advertising recall by 38%. Choose colors with high contrast in both hue and value. Contrasting colors are easy to see from great distances, while colors with low contrast will blend together and make the message harder to interpret.
Designing for Digital
The same design tips (keep it simple, readable fonts and contrasting colors) apply when designing for Digital Billboards
. We’ll suggest a few more tips. Avoid using a solid white background on Digital because it doesn't carry the same vibrancy that it does on vinyl. White is a mixture of color vs. an absence of color, therefore it has a tendency to look subdued or muddy. Take advantage of the flexibility that Digital out-of-home advertising offers. Change your message weekly, daily or even hourly. Design with a creative strategy that tells a story or communicates numerous details using multiple design layouts.
Production Guidelines and Spec Sheets
When preparing a file to be printed for an OOH product, keep in mind that the file that we need is actually smaller than you think. For most products, you do not have to set up a file at 100% of its actual size. Visit our Products
section to locate a spec sheet with the exact design and printing specifications that you need to get started.
OOH Creative Testing Tool
Want to see how your ad will look on a billboard? The OAAA's Creative Testing Tool allows you to view billboard, street furniture and transit creative in the environment. Once you have uploaded your creative, you will be able to zoom in and out to see the work at a range of distances, share the rendering and print a copy for your records. Visit the OAAA Creative Testing Tool
to get started.
*This tool requires an active OAAA account. Non-members can register for a free account here.