AMERICAN
O U T D O O R
A D V E R T I S I N g
:
DESIGNING
OUTDOOR
Designing for Out-of-Home: Simplicity is
the single most important element of quality
out-of-home design. Effective outdoor designs
speak to consumers instantly and without
hesitation. An effective out-of-home design can
help pave the way for improved advertising
executions throughout all other medias.
A
D
V
E
R
T
I
S
I
N
G
AMERICAN
O U T D O O R
A D V E R T I S I N g
:
COLOR
CONTRAST
VIBRATION
LOW VISIBILITY
HIGH VISIBILITY
C O L O R F R E Q U E N C Y A N D V I B R AT I O N
Similar to the characteristics of sound waves, light rays also have varying wave lengths or
frequencies. Certain pigments absorb light while others reflect it, these reflected frequencies
are perceived as color.
Complementary colors, such as the red and green example above become difficult to visually
separate when combined, their similar values create wave lengths that vibrate.
Combinations of similar color values (even without vibration), produce low visibility. The
strongest contrast for out-of-home design is yellow and black as they are dissimilar in both
hue and value. Light values compliment best with white.
AMERICAN
O U T D O O R
A D V E R T I S I N g
:
CONTRAST
1
2
3
4
5
6
7
8
9 10 11 12 13 14
CONTRAST
The stronger the contrast of hue and value, the stronger the out-of-home design will
be. Hue represents the identity of a color, the value of a color measures it’s lightness
or darkness. The use of contrasting colors helps aid in the viewing of out-of-home
designs that are traditionally seen from afar.
The 14 color combinations above represent the best use of color contrast in regards
to readability. The combinations evaluate the use of primary and secondary color
combinations while taking into account hues and values. The first example
represents the most legible color combination while the last example represents
the least legible.
AMERICAN
O U T D O O R
A D V E R T I S I N g
:
IMAGERY
I M AG E R Y
Industry-wide advances in production technologies have allowed for the increased
use of complex imagery within out-of-home designs. However, these advances must
not overshadow the fact that effective outdoor advertising must still make use of
bold imagery, legible copy, and messages that are clear and easy to understand.
Bold simple images against bold and simple backgrounds create the highest impact
visuals. The image on the bottom right is the best example.
AMERICAN
O U T D O O R
A D V E R T I S I N g
:
IMAGERY
I M AG E R Y
Industry-wide advances in production technologies have allowed for the increased
use of complex imagery within out-of-home designs. However, these advances must
not overshadow the fact that effective outdoor advertising must still make use of
bold imagery, legible copy, and messages that are clear and easy to understand.
Bold simple images against bold and simple backgrounds create the highest impact
visuals. The image on the bottom right is the best example.
AMERICAN
O U T D O O R
A D V E R T I S I N g
:
TYPOGRAPHY
L E G I B I L I T Y O F T Y P E FAC E S
Kerning-Kerning refers to the distance between letters. Providing sufficient kerning
between letters helps to assure readability from distances. Kerning that is too tight
reduces legibility and causes letters to attach together visually. Without adequate
kerning “clear” could be read as “dear.”
ABCDE
Stacking Text-A single horizontal line of text allows for the most rapid message absorption
without interruption. Additional lines of text increase the time required to discern a
message.
ABCDE
FGHIJKL
Leading-Leading refers to the distance between lines of text. If multiple lines of text are
necessary, use ample leading between each line. Messages become difficult to read
when the text’s ascenders and descenders are too close or touch, adequate leading will
allow for maximum legibility.
ABCDE • Letter strokes that severely contrast lose definition when viewed from distances.
ABCDE • Letters crowded into a restricted space will reduce legibility.
ABCDE • Letters of bulky typefaces lose distinction between letters.
ABCDE • Thin typefaces become less visible from distances.
ABCDE • Scripts are difficult to read from any distance.
AMERICAN
O U T D O O R
(10) Fundamental Guidelines for creating effective out-of-home designs.
A D V E R T I S I N g
:
10 FUNDAMENTALS
1) PRODUCT IDENTIFICATION: Make sure the advertiser’s name/product is prominent.
2) SHORT COPY:
10 Words total, 5 in the headline is the standard guideline.
3) SHORT WORDS:
Shorter words = faster comprehension.
4) LARGE AND LEGIBLE TEXT:
Make text large and bold, text will be viewed from distances of 400-800 feet.
5) INCREASE LINE THICKNESS:
Increase line and stroke thicknesses, at 600+ feet thin lines begin to optically vanish.
6) MAKE SMALL OBJECTS LARGE:
Think Large. Small objects enlarged are more effective than large object reduced.
7) BOLD COLORS:
Be bold! Being subtle at 600+ is being invisible.
8) HIGH CONTRAST:
Better contrast = better visibility.
9) SIMPLIFY EVERYTHING:
Focus on a single idea or message. Less is More in Outdoor.
10) PRE-TEST YOUR CREATIVE:
VIEW YOUR CREATIVE FOR 5 SECONDS AT 15 FEET: Print and view your creative from 15 feet for no longer than 5 seconds. This will provided a rough simulation of viewing from the road while driving past the billboard. Is every
thing legible, can you read the entire message in the 5 seconds? If you can’t neither can the audience or consumer.
AMERICAN
O U T D O O R
A D V E R T I S I N g
:
DIGITAL
C R E AT I N G E F F E C T I V E D I G I TA L O U T D O O R
Remember - Digital Outdoor is still Outdoor. Simplicity is key. Choose the single, most
important idea or message, simplify it, simplify it again, make it bigger, make it bolder,
maximize the contrast, email your file...done, start on another.
What To Avoid - Avoid white backgrounds when possible. Unlike traditional mediums
white within LEDs is produced with a mixture of colors as opposed to being an absence
of color. White will have a tendency to look subdued or muddied on LED displays and
will not hold the same saturation and vibrance that other colors will.
Tips - Font sizes and weights need to be increased for maximum readability. Choose
imagery with single focal points, complicated imagery limits comprehension. Rich,
bold colors work best during daylight hours, pastels work better at night, strong
color contrast should always be incorporated. Maximize the medium, LEDs provided
flexibility and the ability to digitally post your message far faster than any other
medium, use the flexibility to your advantage, capitalize on your potential by changing
your message monthly, weekly, daily or even hourly.
A
D
V
E
R
T
I
1702 E. Highland Avenue Suite 317 • Phoenix, Arizona 85016 • P 602-687-9220 F 602-926-8247
S
I
N
G