Bold and Beautiful: Creative Ideas for Billboard Design 

Billboards have been a staple of outdoor advertising for decades, and they continue to be an effective way to capture the attention of a wide audience. However, not all billboards are created equal. Some are highly effective leaving a lasting impression on viewers, while others go unnoticed or fail to convey their intended message. 

For over 50 years we’ve been working with SMEs just like you to deliver successful and memorable campaigns. Our team of marketers and graphic designers are always on hand to deliver quality ideas and steer your campaign in the right direction. 

Here are 5 key tips to make sure your billboards convert more potential customers

Clear messaging 

In Out Of Home (OOH) advertising, it’s crucial to make your message concise and avoid overcrowding the billboard with too many words. We often discuss this with clients because no one wants a cluttered billboard full of text! When you need to catch someone’s eye in a brief moment, especially on a busy route, it’s important to include only the key information. Don’t be concerned if your messages are brief; you can provide additional details later, such as on a landing page or across social media channels. 

Eye catching images 

Eye-catching images are crucial for successful billboard campaigns for several reasons. Firstly, in our fast-paced world, people often have just seconds to glance at a billboard while driving or walking. A striking image immediately grabs attention, increasing the likelihood of message retention. Secondly, memorable visuals create lasting impressions and can establish strong associations with the advertised product or brand. A visually captivating billboard can cut through the noise and leave a strong, positive impact on the target audience, a key ingredient for a successful advertising campaign. 

Location, Location, Location: 

The placement of our billboards is crucial. We strategically position them in high-traffic zones where your target audience is most likely to notice them. We consider key factors such as traffic patterns, visibility, and the angle of the billboard itself. For example, if a billboard is situated along a congested, slow-moving traffic route, it may be inconvenient for the drivers stuck in traffic, but it’s excellent news for you. The more time people spend in traffic, the greater the exposure your campaign receives! 

Make it memorable! 

Many businesses continue to utilise billboards for a specific purpose: to ensure that their target audience remembers them over their competitors. Therefore, it’s crucial to create a memorable billboard, whether through humour, tapping into emotional triggers, or employing distinctive imagery. Setting yourself apart ensures that prospective customers won’t easily forget you. And remember, if you require support, our creative team is available to assist you throughout the process! 

Call to action 

Finally, a clear and compelling call to action (CTA) is crucial for a successful billboard campaign. It guides the viewer on what to do next. An effective CTA not only informs viewers about the desired action, whether it’s visiting a website, making a purchase, or attending an event, but also creates a sense of urgency or excitement that prompts immediate action. A strong CTA turns passive observers into active participants, boosting the campaign’s impact and ensuring message retention. Without it, even the most visually stunning billboard may fall short and fail to achieve results. 

What Not to Do When Creating a Billboard 

• Choosing the wrong location: Before we even look at mistakes to avoid with your artwork, choosing the right location for your billboard is vital. If your target audience doesn’t have eyes on your billboard, the quality of your artwork becomes irrelevant. Reach out to our team to find the optimal location for your business. 

• Overcrowding with Information: Avoid the temptation to include too much information on your billboard. A cluttered design with too many details can overwhelm viewers and make it difficult for them to read your message. 

• Poor Readability: If your message isn’t easy to read from a distance, your billboard won’t be effective. Choose fonts and colours that enhance readability and test your design from various viewing angles. 
• Lack of Branding: Make sure your brand logo and colours are consistent to ensure effective ad recall and association with your business. 

FACT: The average driver only has 3-4 seconds to read what’s on a billboard 

Conclusion 

Designing a successful billboard requires thoughtful planning of design, message, placement, and target audience. By following proven principles and steering clear of common mistakes, you can utilise outdoor advertising to grab your desired audience’s attention and make a memorable impact. Keep in mind that a skilfully crafted billboard can serve as a valuable asset for promoting your brand, products, or services in today’s competitive advertising environment. 

Check out some of our previous ‘campaign of the month’ winners and see what it takes a craft a great billboard campaign! 

Our marketing, design, and local billboard teams are ready to assist you in building your billboard advertising strategy and discussing any site-specific costing details. 

For more information on billboard advertising get in touch with a member of our team! Call 0207 112 8624 or email sales@billboardmedia.co.uk

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