Billboards may be one of the biggest advertisements a designer will ever be responsible for. With all that room what should actually be included? Resist the temptation to cram the space full of words, images and graphics. Instead stick to these 3 simple elements and your business will be a success!

Are billboards really worth the effort?

I think so. But there are a few rules to remember:

1. Cut the words. Remember that the people reading your billboard will likely be moving. Depending upon where your billboard will be placed they can be moving anywhere from 30 mph to 70 mph. So how can you possibly reach anyone with your message?

Start by brainstorming your message. What is it that you want to say? Write out your message. Now, cut the words in half. Good billboard design has to be readable. To avoid being responsible for a 4 car pile up, limit your words to roughly 8-10 if possible. 

2. Get Contacted. Don’t forget to add at least one mode of contact. If your business is done primarily on the web, add your web address prominently. If phones are your thing, put your number. Likewise you can include a  physical address.

Should you add all 3? Not if actually WANT to be contacted. Chances are a driver flying by, will not remember your phone number, address and Web site. However, if only one is prominently displayed, they are much more likely to retain it.

3. Images speak. Don’t forget that the images you use also must be easy to understand and should carry a clear message. Simple images will get better results. You’ll notice in some of the examples on this site that most "good" billboards only contain one main image. That’s about all a person traveling down the road can digest.

I love this snippet that I found on a site determined to keep billboards under control. While I think billboards are a great and viable option for advertising, I love the thought behind this: keep it simple:

While some signs are necessary to provide direction and index our surroundings, most billboards merely contribute to visual clutter.  Fore example, on one section of road in Hampton, Virginia, there were so many signs that a driver going 45 miles per hour would need to read 1,363 words per minutes just to understand all the information.  That is five times the normal reading speed of a stationary person!  To read the rest of this article click here.

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