Creative principles for outdoor that people actually remember.
Great billboard design is about speed, clarity, and contrast. The strongest creative is usually the simplest to understand at a glance and the easiest to measure once it is live.
Design Principles
Build the message for distance, speed, and recall.
Keep the message tight
Aim for seven words or fewer when possible. We help clients shape catchier phrasing that stands out from competing messages.
Static is often stronger
We typically recommend static billboards over digital when the goal is uninterrupted attention and stronger message ownership.
Use bold visual contrast
Bright background colors paired with strong fonts and clear imagery usually perform better in outdoor environments.
Make response measurable
Phone numbers and URLs matter. We can provide trackable 1-800 numbers and help with unique URLs for better measurement.
Static vs. Digital Billboards
Two formats, two different creative behaviors.
Both can be effective, but they operate differently in the market. Choosing the right format affects attention, flexibility, production, and how often a prospect sees the message.
Static Billboards
Your ad stays on the billboard for the full campaign with no competing advertisers sharing the face.
Traditional static boards are often 14ft x 48ft, though other sizes are also available on freeway and off-freeway locations.
Advertisers purchase the printed vinyl that wraps the billboard.
Static billboards are typically lit from dusk until 11 PM.
Digital Billboards
Your ad shares billboard space with other advertisers.
Digital billboards are usually 14ft x 48ft, with some poster-size versions more common off freeways.
Messages usually appear for 8 to 10 seconds once per minute while the board is lit, with more frequency available for added cost.
Digital boards typically run from dawn until 11 PM and do not require production costs.
Messaging can be changed as often as needed by uploading new creative.
Want help designing for the right format?
We can help shape the message, artwork, and response path around the billboard type you plan to use.