By: Gordon Conner
There are lots of ways to approach the design of billboards, but there are really only two factors to keep in mind as you develop your concept.
· Impact: You only have seconds to grab the viewer’s attention.
· Appeal: Your creative content must persuade and generate a positive response.
Designing your ad
Here are four considerations for making your billboard a home run.
· Pursue the right customers. Before you can get started, you need to know who your target audience is. Who will buy what you are selling? You can be as creative as you want, but if you aren’t speaking the language of your audience, you’ll be wasting a lot of time.
· Be sure your ad is readable. Your ad must be readable quickly. Your design must be clean and simple with a very readable font. Your goal is short, punchy copy.
Are you using a graphic-photo, logo or drawing? Keep it simple and make it big! Don’t make the viewer question where the message is. They don’t have time.
· Keep your message clear. This isn’t the place for teasing messages. Viewers want to be informed. They don’t have time for more. You just have a few seconds. Don’t be too cute. Be direct, clear and concise.
You can possibly have as many as eight words of copy. But you’ll be safer at six. The important thing is to keep it as short as possible. More words will jeopardize your results.
· Make your message memorable. Your image will often be more important than the copy because big visuals grab attention and they are remembered better. An often-used solution is a bold headline, bold image and logo.
The bottom line for billboards is to make them simple and easy to remember. Use smart, brief copy with eye-catching color. Just remember, you only have a few seconds to make an impact on someone who already has his or her mind somewhere else.
About the Author
Gordon Conner is a copywriter, content writer and blogger who writes “Snappy Copy That Sells Stuff”. He has been providing advertising, marketing, branding and copywriting services for 39 years and lives in Midlothian, Virginia. He can be reached at Gordon@GordonConner.com. or http://www.GordonConner.com.