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Have you ever turned your head to gaze at a piece of graphic while driving? The huge bracketed square and rectangle canvas to forcefully snatch some of your time sometimes holds its permanent position in your mind without even asking your permission, are called Billboards, A popular outdoor media vehicle.
They exist throughout the length and breadth of our country and are seen everywhere. It can be considered outdoor advertising and is one of the most eye-grabbing spaces of all time.
Billboards are primarily aimed at vehicular traffic - bikers, car drivers, also residents and pedestrians. To help create good billboards that attract the above, one has to keep a few things in mind while designing them.
What are the key areas to focus on while creating billboard advertising design? Shall we begin with making pointers?
The idea is the hero here, so it has to have a character to reflect the insight. The main idea of the billboard ad has to be considered both by the client and the creative agency. Once the idea is sorted, one can move into the other elements.
The headline has to be crafted with minimum words at use. The words you are using should effectively communicate the product/brand/service that the advertisement is going to talk about. It can be as simple as “Got Milk?” which was used for a milk campaign. It can also be something interesting and out of the box. The main contention is that your headline has to have the quality to lead a person into your ad.
The design of the layout of the billboards has to support the idea and thus the headline. As per the above illustrations, it is proved that the idea is the key factor here. Ultimately the design element is going to bind the idea and the headline together along with other information.
The necessary information that your consumer will need to connect if he/she is interested in the ad has to be provided in a legible yet interesting way. It can be a telephone number, a website, a physical address or all of them. The point of contention is to seek which one is relevant for the brand messaging and thus putting it there will make the billboard ad more effective.
To effectively reach out to your consumer, you must keep in mind that you only have to talk about things that are utmost necessary for the ad. Anything extra can distract the reader or the onlooker and thus it is advisable not to cram your billboard ad.
A lot of discussion and back and forth happens between the client and the creative agency on this aspect. Where the client may ask for a bigger logo for better recall, the designer could try to seek a balance. The effective way to do things would be to follow the brand guideline to make sure that the logo is in proportion with the entirety of the ad. It is the effective placement of the logo and the messaging that is going to create the right recall. Thus the logo has to come out balanced.
print your billboard to the size of a business card. Hold it at an arm’s length and check. This is an effective way to find out whether your overall message is clicking or not. If not then go back to the design and fix the elements you need to, or else proceed to the next step.
After all of these calculations, comes the next big thought of effectively placing it outdoors where the target audiences can be reached. To achieve an effective result, the creative agency must have a clear idea of the target audience (TG) and touch points (which areas of town the billboard will be placed in) before planning and designing the content.
Besides the above mentions, there are a few areas to focus on. Always remember that billboard advertising is scalable, and your idea must resonate with the size and bandwidth of the space that is being served by the billboard. Billboards being one of the best spaces of OOH (Out Of Home) communication vehicle, we genuinely hope you will find this article useful.
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