Billboards can be a great marketing tool. They can also be one of the most challenging mediums to create. Why? Effective billboards require creativity, considerate design choices and, the most difficult of all, the ability to communicate in brevity. Here are five tips to get you started on creating an effective billboard.

1. Content: Less is more.
Before deciding what goes on your billboard, it is important to decide what the goal is. Is your goal a directional or way-finding board, to get someone to shop a sale, or is it simply for brand awareness? These goals are all very different and will influence what content should be included. It is important that your board have only one goal. There is simply not enough space or time to communicate more than one message.

What content needs to be included? Many people make the mistake of including too much information. With content, less is more. Once you have developed the desired content, consider making additional cuts, such as eliminating unnecessary punctuation and shortening headlines. Remember, most billboards do not need to include a physical address, phone number, and web address.

2. Design: Keep it simple.
The most effective billboards are always the simplest. Focus on your main message with large and easy-to-read text. Evaluate if imagery is necessary. Perhaps a solid color or background texture is the right choice for a simple, impactful design. If using imagery, consider a single image that will attract the reader’s eye to the billboard but won’t make it too busy. If placing text over the image, choose wisely so your text is readable over the photo. When it comes to logo size, pick a size that balances well with the rest of the design. The logo shouldn’t be the main focus, but you also don’t want it to be missed entirely.

3. Choosing the right font.
Your main goal when choosing a font is to ensure readability at a distance. Make sure that the words are large, clear, and easy to read. Bold fonts often work well. Avoid fonts that are too thin, ornate, or script fonts. Adjust the spacing between lines, letters, and words to help improve readability. You can use outlines and drop shadows to help your words stand out. However, if you find yourself in a situation where you are having to add multiple effects to create a readable message, that may mean you need to reconsider the font selection, background imagery or color, or size of the font.

4. Be creative, but don’t stump your audience.
Today’s traveler often, for better or worse, has a busy mind. Billboards need to be a quick read but also need to be interesting and memorable enough to leave a lasting impression. A boring billboard will be ignored or missed entirely, but a clever and impactful billboard will grab attention. Time to put your thinking cap on! How can you approach your message with creativity, but without leaving your viewer confused?

5. Is it really readable?
You only have about 5-10 seconds for viewers to notice, read, and understand your message. If you haven’t gathered yet, readability is incredibly important. Here is a quick tip to test readability. Print out your billboard around the size of a business card and view it at arm’s length. Can you read it? You can make all the best content and design decisions, but all your hard work will be wasted if your board isn’t readable.