Do billboards work? Absolutely. The fact is, we believe all advertising works, but some tools work better than others when used properly. Not everyone can make billboards work for their business. While they’re great for brand awareness and way finders, they are not good for conveying large volumes of information.
Here are the top 4 mistakes we see business owners make when they invest in billboards.
- Cluttered design
This is a VERY common mistake, and one that is very understandable.
You have many things you want people to know about your business. Maybe you have the best prices, the best products, etc, but it’s important to understand while these are good things that people should know, throwing all that information on your billboard simply means that it’s going to be overlooked. Always remember to keep it simple and direct when it comes to billboard design.
Pro Tip: Try to keep it to 8 words or less. Include your brand/logo, a short message, and call to action.
- Lack of contrast
Another very common mistake is not allowing enough contrast between the letters and the background. Without contrasting colors, the words will be practically invisible especially in the sunlight. The key to billboard design is to ensure that the message stands out and pops from the background image or color.
Pro Tip: If it doesn’t conflict with your brand, red and yellow are the most eye catching colors.
- Poor placement
Billboard placement is a top priority when it comes to outdoor advertising. You’ve spent your money on getting the perfect design, but that design will be useless if no one can see it! Make sure that you place your billboard in a busy area without any obstructions that could potentially block it. Have trees overgrown the sign you’re buying? Is the sign lit at night? How many other signs are in the immediate area? What is the traffic count for the sign you are choosing?
Pro Tip: A great way to compare different billboards is the cost per thousand. How much does your billboard cost divided by how many impressions it will make? It’s simple math that will help you find the best deals.
- Choosing poor font styles
Think about the difference between various font styles. It’s clear that the more effective fonts are simply easier to read. Try to shy away from fancy or more complex fonts as much as possible. This will ensure that every word will be seen with clarity.
Pro Tip: After you’ve designed your board, zoom out on your view. Way out. If you can make the billboard tiny as if you were more than a mile away, and you can still read it, you’ve done well.
Billboards are one of the oldest forms of advertising and are still effective when used properly. For help designing and choosing the right billboards, call Branding Iron Management today. We’ll help take the hassle out of your marketing.
