Picture yourself living in a large European city like London. This city is the largest capital in Western Europe, with a population of 8,866,180 people (2022). If your company displays outdoor adverts, your company will likely be seen by millions of people.
According to Global, the largest provider of bus advertising in the UK, mobile advertising in London reaches over 8.6 million people in a typical two-week period. With an audience that is mostly young, includes 64% of the ABC1 socio-economic groups, and has a key demographic of 25–44 years old, these advertising methods boast high visibility, extended exposure, and cost-effectiveness, challenging even the reach of purely digital alternatives.
Naturally, we are talking about advertising billboard designs. In this article, we’ll decode a comprehensive guide to this hard-to-miss and memorable form of communication.
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What is Advertising Billboard Design?
Billboards are large outdoor advertising structures usually located in busy areas like alongside busy roads. Billboards display big creative ads to people walking or driving by. A well-designed billboard serves as a powerful tool to reinforce brand identity and an example of successful marketing design. Brands use them to promote their brand or new products.
Millions of commuters see these large ads every day, and because of their size, they’re hard to miss. Over 70% of people intentionally look at billboard ads, and more than a third often notice outdoor advertisements when they pass by.
Although digital ads are common because people spend a lot of time on screens, print advertising campaigns are still important wherever there are physical customers. In the digital space, brands are always competing for attention and clicks. On the road, drivers and pedestrians face fewer distractions.
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The Importance of Advertising Billboard Design
Physical ads like billboards have a notable impact due to their constant visibility and high reach, unlike digital ads, which can be skipped. They are effective in geographic targeting and can be more cost-effective than other outdoor options, including mobile campaigns.
A 2023 Benchmark report by Solomon Partners found that out-of-home (OOH) advertising delivers the highest consumer recall in the U.S., with 85% of people finding OOH ads useful. This contrasts with digital ads, which are often seen as annoying. Given that nearly 80% of workers commute, OOH ads drive significant consumer action.
J.G. Navarro’s July 2024 article highlights that Digital Out of Home (DOOH) advertising is booming, expected to generate significant global revenue by the end of 2024, with a projected 50% increase over the next five years, reaching nearly $30 billion by 2029.
In 2023, Luxottica demonstrated the effectiveness of OOH ads through a case study in partnership with Nielsen. The study revealed that the 2023 campaign was 1.31 times more cost-efficient, boosted purchase intent by 1.9% from 2022, and achieved 3.6 times higher unaided brand awareness, resulting in a 4.0% increase in overall brand recognition.
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What Do You Need to Consider Before the Billboard Design Process?
There’s no single way to design, just as there are no two identical brands (except in cases of plagiarism). However, when it comes to creating a message and designing artwork for a marketing strategy, there are several rules that designers should consider beforehand in billboard graphic design. Your images must be crisp, your copy must be legible, and your ad should be readable within a few seconds to maximize its impact. We have gathered a number of important elements that will help you push the boundaries and achieve the best possible results.
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Main Purpose of the Billboard Advertisement
The purpose of billboards is to intensify your brand awareness. Their design is not yet obsolete, and despite many forms of online and digital marketing tools and techniques like blogging, social media, and SEO, billboards offer a physical, tangible platform to effectively showcase your brand’s character and connect with your audience.
In a world of constant digital noise pollution, billboards bring a refreshing break with unparalleled visibility, working 24/7, unlike an ad on the radio or a popup message on a website. Their targeted advertising reaches urban commuters, vacationers, and locals. According to OAAA, 71% of people often look at billboards, and 26% have noted a phone number or website address from an outdoor ad.
Target Audience and Location
With a single advertising tactic, billboards allow companies to reach a wide variety of customers. Instead of investing large amounts of money and time to identify and research your niche target, a billboard enables you to reach a diverse general population, potentially attracting customers you might not expect would be interested in your company.
Bear in mind your audience and location for an effective headline copy; it must resonate with a specific target audience, and you may need to conduct some A/B testing and compare results. Additionally, the location where your outdoor ad is installed is an important factor. You will inevitably experience variations in the number of people passing by and the duration for which they see your advertisement, especially when sharing advertising channels with digital billboards: ads will be rotated, with their content only visible for a short amount of seconds at a time.
Last but not least, consider the traffic flow at the location and identify the spot with the highest visibility. Your competitors may have already chosen prime spots, so look for locations with fewer competitors to maximize your investment. Additionally, always consider the size and format of your billboard; a better view will result in a higher impact!
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Easily Read Messaging
Your target audience and location directly affect the nature of your copy and the way you communicate your messages. Remember to be concise and write in an active voice to create urgency and grab customers’ attention. We also recommend the following actions:
- Rule of three: Stick to three core elements: image (picture or illustration), headline, and logo for better visual appeal.
- Less is more: Your message should be read in seconds. Make sure it’s simple and uncluttered. Keep your copy short, snappy, and easy to read.
- Accessibility: Your ad must be accessible to everyone. Not all disabilities are visible.
In addition to understanding your campaign demographics, viewers, location, and best copywriting practices, you can implement other design mechanisms to improve your outcome. Here are some extra tips on how to design a billboard:
- Adaptable design: Customize your design for various outdoor formats like billboards, bus stops, and vehicle wraps.
- Dynamic campaigns: Update your large format printing visuals and content regularly to keep ads engaging.
- Inclusive campaigns: Address all groups, including marginalized ones, to break stereotypes and show understanding.
Current Practices of Advertising Billboard Design
Advertising billboard design campaigns can be executed in several innovative ways to effectively capture attention and convey your message. The table below explains the most common types of billboards you might encounter on the streets:
| Practice | Why it’s important |
| Static | Consistent, reliable exposure in high-traffic areas. |
| Digital | Dynamic content that changes and includes interactive features. |
| Interactive | Engages viewers directly, creating an immersive experience. |
| Mobile | Reaches diverse locations and audiences as it moves around. |
| Multipurpose | Additional functionalities, such as telecommunications and lighting. |
Static advertisements include various formats, each with unique characteristics and use cases. Billboards are the classic example of static advertising, typically seen along highways and in bustling urban areas. They display a single, unchanging piece of artwork and message, ensuring consistent visibility for drivers and pedestrians alike.
Bulletins represent a widely recognized format with a larger spread compared to standard billboards. They offer more extensive visibility and are common in major markets, although the size and format can vary in smaller or less populated areas.
Posters are smaller than billboards but provide greater placement flexibility. They are particularly effective for targeting local traffic at slower speeds, making them suitable for various urban and suburban environments where a more adaptable advertising approach is beneficial.
Wallscapes are large-scale displays that cover entire building walls or other prominent structures. While not always classified as traditional design, wallscapes are designed to make a significant visual impact in densely populated areas, offering a striking presence and high visibility in urban settings.
Digital advertising includes several innovative formats that go beyond traditional static displays. Digital billboard designs are a prominent example, showcasing changing images and text through computer programs and software. This capability allows for dynamic content that can update in real time, making these billboards versatile and adaptable.
Interactive billboard designs, a subset of digital advertising and technological innovations, offer an additional layer of engagement. Unlike traditional billboards, these interactive units invite viewers to directly participate, creating a multisensory experience. This direct interaction can range from responding to prompts to engaging with touch-sensitive or motion-activated features, enhancing the overall impact of the advertisement. In Colombia, KitKat had an interactive billboard that would vibrate when people leaned against it.
Mobile design is a dynamic form of outdoor advertising that involves advertisements displayed on vehicles, making them highly noticeable as they traverse various locations. The ability to target different neighborhoods and high-traffic areas with mobile billboards increases their effectiveness in capturing attention. A moving roadside signage!
Multipurpose design extends beyond just displaying ads by incorporating additional functions into its structure. These billboards can also support telecommunications antennas or public lighting. For instance, the internal structure of these billboards is designed to accommodate essential components like lighting and wiring, which can be used to enhance public spaces or provide connectivity. This multipurpose approach maximizes the utility of the advertising structure, blending functionality with visibility.
Utilizing High-Resolution Imagery
Use high-resolution or vector art to ensure clear visuals at any scale. The higher the quality, the better the final product. This is crucial not only for static billboards but also for digital displays. Crisp, sharp imagery will set you apart from your competitors.
Incorporating Digital Elements
In addition to high-quality artwork, integrate digital elements into your projects. Digital assets are easier to manage and adapt to various dimensions. Customize your designs for different outdoor formats, such as billboards, bus stops, and vehicle wraps.
Using Large and Visible Fonts
When designing ads, consider factors like traffic, visibility, competitors, size, and format. Ensure your ad remains fully visible by focusing on text visual hierarchy: use primary, secondary, and tertiary messages. Billboards, in particular, require minimal text but should still make a strong impact.
Employing High-contrast Color Schemes
Weather and lighting conditions can affect your artwork. Don’t forget to use big, legible fonts that contrast well with the background to ensure visibility from far. High-contrasted text improve readability for users with visual impairments, such as color blindness or low vision, making your content more accessible.
Brand Consistency
Imagine spotting a blue Coca-Cola promotional message on the street. It seems odd, doesn’t it? Consistency ensures that your message is recognized as part of the same brand across different platforms, locations, and formats. Use the same color scheme, typography, logos, and imagery so everything feels like part of the same family. To boost brand awareness, stay true to your brand and maintain a holistic design approach to boost brand awareness.
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Examples of Billboard Designs
Simply Roasted
The healthy snacks company created, in actuality, one of the most fascinating campaigns in the UK. They went with this ‘packvertising’ idea, featuring two massive crisp packets. The simple design is easy to understand whether seen from foot or car, and the 3D effect is eye-grabbing. On top of that, these are placed near Waitrose supermarkets—a spot-on combination with a creative layout.
Animated Panda
This digital design is one of the latest additions to Tokyo’s collection of 3D billboard trends. You’ll find it on Shibuya Center Gai, appearing right after the animation of a casino slot machine. This innovative use of space, composition and perspective will make you smile!
Quit Smoking / Pimples
Another brilliant use of space. On the left-hand side, we see this health campaign about bad habits—in this case, quitting smoking. The billboard itself is simple and direct, but the cigarette butt literally lifts it and makes it look impressive! On the right-hand side, there’s another blend of 2D and 3D designs, where the lady covers her acne with the billboard itself, leaving a corner naked and revealing the structure behind. Intriguing, yet clever!
Why Choose Duck Design for Your Next Captivating Billboard Design
Duck Design’s billboard design excels in not only crafting but also leaving a lasting impact. Our experienced team focuses on creating clear, high-impact visuals tailored to your target audience through static, digital, or interactive billboards.
We emphasize clarity, brand consistency, and accessibility, ensuring your message is both memorable and effective. With Duck Design, your billboard will stand out, making a strong impression in any setting. Choose us to elevate your brand with impactful and unforgettable outdoor advertising.
Conclusion
If you want your business to stand out in today’s crowded digital landscape, advertising billboard design remains a wise and impactful choice. Whether it’s static, digital, or mobile, this traditional method boosts the highest levels of consumer recall among media channels, outperforming many digital alternatives. Write a clear and concise message carefully and balance it with an eye-catching image: Your concepts will create a lasting impression on your audience.
While the digital world offers numerous opportunities, the constant visibility and geographic targeting of billboards provide a unique advantage. Tradition doesn’t necessarily mean outdated, just as digital is not the only solution. Embrace the power of billboards to ensure your brand recall remains memorable in a world of fleeting digital interactions.
