Creating an effective design for an outdoor ad can be daunting. Fortunately, there are some simple design criteria that OOH marketers live by. We’ve created an easy-to-read guide for you to use when designing or evaluating your OOH creative.
Now, you must be thinking: There’s no way we can cover everything about OOH design in one blog post. And you’re right. However, this is a great resource that can be used in all steps of the design process, from creation to evaluation.
The Big Idea
Before you come up with an amazing design, ask yourself: What is the message? What am I trying to get my viewer to walk away with? It can be difficult to synthesize a product or a brand into one image or phrase, but the OOH audience is usually mobile. Mobility limits the potential viewing time of an OOH message to only a few seconds, so the message and imagery must be succinct and to the point.
When designing an OOH ad, less is more. The most effective designs focus on a single idea or concept. OOH advertising should be a visual burst of essential information.
There are many routes you can take with your messaging. Humor, for example, is an incredibly powerful tool at your disposal. Funny phrases or references to pop culture can help your target audience recall your ad for longer periods of time. Other popular options are surprise and intrigue. Surprise can be created by using unexpected or unusual design elements, leaving the viewer with a strong emotional response. Intrigue will often present a puzzle-and-solution relationship that requires mental focus. By creating this little puzzle for the viewer, you can leave them thinking about your ad, and finding the solution is incredibly satisfying.
Below are some rules of thumb to get started on the right track. Once you have narrowed your product or brand down to one image and message, you can focus on the nitty-gritty elements that make your ad effective.
The Three “B”s
Brevity: No paragraphs. Find a simple message and let it stand on its own
Branding: Think about where you want your logo or branding image to go. Best practice is bottom right (for horizontal-oriented ads) or top half (for vertical).
Borders: Don’t let the borders of the frame limit the ad. Some of the most effective designs go beyond the frame with 3D embellishments.
Simple as ABC
Accuracy: Focus on your most important idea and express it in a precise manner.
Boldness: Present powerful and stimulating messages.
Clarity: Limit the number of words and pictures.
Color and Readability
OOH ads must capture a viewer’s attention, and once they’re looking, you need to make sure they can read your message clearly. The use of color plays a huge role in determining an ad’s efficacy. Color and readability may sound boring, but these may in fact be the most important aspects of OOH design.
In basic terms, you’ll want to make sure there is enough contrast between the colors you choose. You wouldn’t want both your text and the background to be similar shades of blue. Rather, white text over a black background would provide a much better contrast, letting the viewer quickly scan through the text to read the message.
However, white on black is not always intriguing, and it might not be enough to catch the viewer’s attention. Here’s where you can be creative with your color choices. Use colors related to your brand, or try other colors that might be good at getting someone’s attention. Some flags have great color contrast. Red, white, and blue, for example, make for great contrast and readability.
Another aspect that directly affects readability is the typeface and kerning. Typeface is the lettering style, usually called a font while kerning is the space between characters. Many elements can make typefaces difficult to read, including size and complexity. The rules on typeface are simple: Use large and legible typefaces, and choose fonts that are easily read at long distances. And with kerning, just make sure there’s enough space between letters.
The Short and Quick
Let’s end with some quick tips from a ground-breaking study by Sensory Logic. Based on the results of the report, here are some recommendations when trying to create powerful OOH designs:
Rely on imagery over words
Relate messages to familiar ideas and easily understood concepts
Use playful, lively elements
Draw on universal elements of life, such as home and family
Offer comfort
Avoid intimidating viewers
Emphasize brands as “heroes or helpers”
outdoor chicago advertisement Gallery
Here’s a set of creatives to show you how a brand can showcase a simple message with effective imagery.
Example 1 - Corona
This creative has strong imagery and a simple message. The perfect message for Chicago, a city ruled by winds and snow for half of the year.
Example 2 - Belgravia Group
This ad is sleek, minimalist, clean—three great words to invoke in the viewer if you are selling condos! Bonus points for using similar colors to both US and Chicago flags.
Example 3 - OK Cupid
Raunchy at first glance, but playful when you get to read the full message. The colors are vibrant, giving the ad punch and vitality.
WHY DOES CREATIVE MATTER?
Here’s Charlie Megan, Co-Founder of View Chicago, giving a brief talk on the importance of good design. You could have the best location in the city, but if your design is bad, no one is going to pay attention! Furthermore, don’t overcrowd your creative with information; be selective, and focus on one main idea.
“It has to be compelling. It has to make them pull their car to the side of the road, or make a note to follow up. And that’s hard to do, there’s an art to that. But when it’s done, great creative execution is hugely impactful.”
Wondering if your OOH designs can stand out against the rest? Let us help!