|Bad Billboard = Bad Investment|
|Most billboards are poorly designed because client companies do one of two things. They cram as much information in as will fit—to get their money’s worth. Or they recycle their current print ad irrespective of format. They think they’re saving money. They think wrong. They are tossing it right out their company car window.
Sure, billboards are expensive, yet you must always design for the medium and the environment. Most are seen by drivers, giving you a split second to communicate your product, message and brand. If people look much longer, they crash. Clearly most choose instead to ignore your ad and avoid physical injury.
Keeping your message short and simple, yet compelling and memorable, is difficult. That’s why most billboards stink.
Without covering a well thought out ad campaign and strong design, here are the three things that make an effective billboard:
- Use one image or hook to intrigue the reader (driver)
One of our favorites was an E*trade billboard with two lines of text presented in their corporate colors. We saw it 10 years ago and still remember its seven words:
A penny saved…
One or two lines, one message.
Got a favorite billboard? Or one you drive past that leaves you cold? Tell us.
Gary Epis & Amy Bond
Our website: www.bondepus.com
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