Designing Out-of-Home (OOH) advertising—whether for billboards, transport adverts, digital screens, or posters—requires a strategic approach to ensure that the artwork is visually compelling, highly readable, and effective in delivering the intended message. Unlike other advertising formats, OOH adverts often need to catch the audience’s attention in a split second and leave a lasting impression. Here’s a detailed guide on how to design OOH artwork to get the best results:
1. Keep It Simple
Short and Sweet Messaging: The key to successful OOH design is simplicity. People have just a few seconds to glance at your ad, especially in high-traffic areas or when traveling at speed. Use short, bold copy with a direct call-to-action (CTA) or a memorable message.
- Example: Instead of trying to explain everything, focus on a single idea or benefit. A simple, clear message is easier for passers-by to absorb and remember.
- Tip: For text-heavy content, aim for no more than 7 words in your primary message, ensuring readability at a glance.
2. Prioritise Readability
Font Size: Since OOH ads are often viewed from a distance, ensure that the font is large and legible. Choose bold, sans-serif fonts that are easy to read at high speeds (e.g., on a motorway or A-Road). Avoid overly decorative fonts.
- Tip: Use a minimum of 48-point font for the main message, with key words or the CTA being the most prominent.
Contrast: Ensure a high contrast between text and background. Dark text on a light background, or vice versa, ensures maximum visibility. Avoid low-contrast combinations that might be hard to read at a distance.
- Tip: Use black text on white or yellow for maximum contrast.
3. Use Bold Imagery
Powerful Visuals: The visual elements (images, graphics, or logos) are crucial in OOH advertising. Opt for high-quality, bold, and simple imagery that supports the message and captures attention instantly.
- Tip: Use large, high-definition visuals that can be understood in a split second. For instance, a picture of a product in use or a relevant lifestyle shot can quickly communicate the value proposition.
- Focal Point: Ensure there is a clear focal point in the design, something that draws the viewer’s attention immediately. If you’re advertising a product, it should be the central focus. If it’s a brand message, the visual should reinforce the core idea.
4. Consider the Location and Audience
Tailor the Design to the Environment: Think about where the ad will be placed—its context is critical. For example, an ad on a busy city street will be seen by pedestrians, commuters, and drivers, while an ad in a railway station may be viewed by passengers during stops.
- Street: Design with drivers in mind. Focus on big, bold, and clear visuals, keeping the message minimal. Consider incorporating an arrow or directional element if promoting something nearby.
- Transport: Adverts in stations or bus stops can have more detailed messaging, as commuters will be stationary and have more time to engage with the ad.
Audience Insights: Understand the demographic that frequents the location. For example, ads aimed at commuters on the Tube might appeal to working professionals, while ads in shopping centres or near luxury venues may need to reflect a more premium, aspirational style.
5. Optimise for Digital OOH
Motion and Interaction: With the rise of digital billboards and interactive screens, you have more creative flexibility. Motion graphics, videos, or dynamic content can help attract attention.
- Dynamic Content: Use animation or video loops where possible for digital billboards to make your ad stand out. Keep animations smooth and not overly complex—focus on a key action or idea that reinforces your message.
Real-Time Updates: Digital OOH ads can benefit from real-time data integration. For instance, weather-based, time-of-day promotions, or geolocation targeting (e.g., adverts showing discounts for nearby stores or events) can make the message more relevant and engaging.
6. Use a Strong Call-to-Action (CTA)
Action-Oriented: A clear and compelling call-to-action is critical in getting the audience to engage with the brand. Whether it’s visiting a website, downloading an app, or visiting a store, the CTA should be action-oriented, brief, and visible.
- Tip: Include a simple URL, a QR code for easy mobile access, or a phone number. Digital ads can leverage interactive elements, such as QR codes or text-to-win campaigns, to directly engage the audience.
Urgency: Use words that convey urgency or exclusivity, such as “Limited time offer”, “Exclusive event”, or “Hurry, while supplies last”.
7. Leverage Brand Recognition
Consistency with Brand Identity: The ad should be immediately recognisable as belonging to your brand. Use your brand colours, logos, and any distinctive brand elements to reinforce your identity.
- Tip: Ensure your logo is prominent and easy to spot from a distance. Keep brand fonts and colour schemes consistent across all advertising formats to build a strong brand image.
Tagline or Slogan: If your brand has a tagline or slogan, include it in a prominent place, ensuring that it aligns with the overall message of the ad. Repetition of the brand’s tagline can build recognition over time.
8. Test and Adapt
A/B Testing: For digital or dynamic OOH, you can A/B test multiple versions of an ad to see which works best with your target audience. You could test different headlines, images, or CTAs to identify the most effective combinations.
Monitor Performance: For digital OOH ads, track how users interact with your content. For example, you can measure how many people scan a QR code, how many people visit the website, or how many engage with social media promotions linked to your campaign.
9. Consider the Viewing Distance
Billboards: When designing for large, distant billboards, it’s important to ensure that key messages (like brand names, taglines, and visuals) are legible from a distance of at least 50 meters. If you’re designing for smaller format posters or ads on buses, be mindful of the closer viewing distances (e.g., 5-10 meters).
Zoom-In on Key Information: For larger ads, be sure to focus on one or two core elements—whether it’s the product image, a large call-to-action, or a single visual element.
10. Use Emotional Appeal
Emotions Over Features: Emotional connection often trumps factual selling points in OOH advertising. Use imagery and copy that evoke emotions, whether it’s happiness, desire, excitement, or fear of missing out.
- Example: If promoting a travel destination, show people having fun, relaxing, or experiencing a once-in-a-lifetime adventure. Use phrases like “Live your dream” or “The adventure starts here.”
Final Checklist for Effective OOH Design:
- Keep the message simple, bold, and clear.
- Use high-contrast text for readability at a distance.
- Focus on one key visual or idea.
- Tailor content to the location and audience.
- Ensure the call-to-action is clear and actionable.
- Use brand consistency for recognition.
- Consider the format (billboard, digital screen, transport ad).
- Leverage emotional triggers and strong visuals.
By following these principles, your out-of-home advertising will have a higher chance of being noticed, understood, and acted upon, leading to more impactful results for your campaign.
