Less is More in Outdoor

Custom Craft Contractors Job Site Sign

To illustrate the point, here is a sign we designed for Custom Craft Contractors, a design-build remodeling company in Lansdale, PA. Our client uses these signs to create awareness in neighborhoods where they are performing their residential remodeling services. The simple layout of the sign helps them to quickly convey their company name, the services they offer, and how to contact them for more information.

Outdoor advertising encompasses any visual advertisement for your business that is placed outside of a building. Billboards, yard signs, banners, vehicle wraps, magnet signs, bus boards, transit shelter posters, even the signs on your building all fall under the umbrella of outdoor advertising. Executed properly, outdoor is incredibly effective at elevating brand awareness in strategic, geographic areas. It offers numerous other benefits, as well. But, elevating brand awareness (in my humble opinion) is what it does best.

When it comes to preparing an outdoor ad, the “Less is More” rule of thumb is an important one to follow. To generate the intended response, an outdoor advertising message needs to be succinct and uncluttered because consumers are exposed to it very briefly in their travels. You have mere seconds to make an impression with your message. Whether they are strolling around their neighborhood, or driving down a highway, your target audience must be able to read your outdoor advertisement at a glance.

To make the most of your investment in outdoor advertising, here are a few easy tips to follow when preparing your next campaign:

  1. Use Legible Fonts–Typically, sans serif fonts like Arial and Calibri are easier to read at a distance
  2. Limit Word Count–The word count will vary a bit based on size and medium, but in general the fewer the words used, the better
  3. Keep Background Simple–Background images can add visual clutter and decrease legibility. Best to KISS (keep it simple sweetheart)
  4. Create Color Contrast–Use strongly contrasting colors to add visual appeal, and keep your copy easy to read
  5. Integrate Copy and Images–Avoid boxy messages that separate your text from your images, because it makes the message more difficult to read
  6. Do the Flash Card Test–Before you approve your creative, print out a copy of your ad and have someone flash the message to you from across the room. If you can read it easily, it should be good to go. If not, it probably needs to go back for another round of edits

If you are looking to raise awareness of your products and services in a specific geography, I strongly encourage you to explore outdoor advertising. By following these basic guidelines for your layout, you will produce more effective outdoor ads for your business.

Questions on outdoor advertising? Please leave a comment below, or feel free to email us at: info@tcbmarketingandmore.com
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