Advertising Artwork Design Tips by OneStopAdvert

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Good out of home advertising is both simple and direct. An effective billboard design distills your message to its most basic form– a carefully worded idea. Great outdoor advertising design has a single focus, either positioning or selling your product – never both at the same time.

 

FILES
Artwork needs to be created at a scale of 1/2 inch equals 1 foot at 300 dpi.


FILE FORMAT

We accept ai, psd, eps, and pdf files. All colors CMYK, include PMS colors if necessary. Make sure to flatten layers and convert fonts to outlines.

We can usually print other popular design program files so, if you are sending a file other than the ones mentioned above send a pdf file that we can use for your work orders.

 

FILE DELIVERY
Email files to OneStopAdvert.
If mailing files to us on CD, DVD or Flash Drive. Please include a color print.

 

THE CREATIVE CHALLENGE
The audience for outdoor advertising is mobile, and people are traveling swiftly as they move about the marketplace. They are constantly on the go and short on time. This fast pace lifestyle of your audience reduces the time you have to reach them with your message to only a few seconds. Because of this limited exposure time, designing for outdoor requires a focused creative approach.

The viewing time is only a few seconds so the message needs to be Direct, Colorful, and have the ability to evoke an Emotional Response.

White space does not apply. Printed materials often use white space in their advertisements, however, in outdoor the rule does not apply. If you have available space, increase your fonts and images. Every inch of the artwork is valuable.

THE MESSAGE

  • Express the most important idea concisely.
  • Use short lines of copy, seven words or less.
  • Make sure the advertiser’s name is legible.
  • Be Creative!
  • Make a Bold Statement. As a general rule, the best artwork consists of SEVEN words or less.•

 

COLORS

  • Use bold colors. Being subtle from 600 feet does not work.
  • Forget about white space. It does not apply in outdoor like in print.
  • Use contrasting colors, they read better from a distance.

 

FONTS
As a general rule, digital artwork is best with bold fonts that contrast with the background. Artwork for signs should be clear, simple, precise and easy to read. Use a typeface that does not consist of thin lines that could look broken up to a motorist. Adding an outline to your text can help separate it from the background.

  • Use bold, large fonts
  • Avoid decorative, italic or thin serif fonts.

 

IMAGES

  • Choose images with simple backgrounds.
  • Images should be large so they can be easily seen, if customers are trying to figure out what the image is they are not reading the sign.
  • Differences Are Good. A strong contrast between the images, logo and background is essential to a motorist understanding a message.
  • Avoid using landscapes or complex scenes.
  • Make a small object large (like jewelry) rather than a large object small (like a house).
  • After you have completed your design test it. Show it to someone for seven seconds. Did they get the message?
  • View the design from a distance, can you read it?
  • Advertising Images can be tricky. To pick up the details in an advertising image, crop the picture to focus on one specific area. Motorists have difficulty noticing the fine details of a campaign. Make sure your ad image is relevant to the message and text in your artwork.
  • Details of an image can be hard to point out. Are the shoes, the dress or the woman’s hair the point of the ad? By focusing on the details of a product, motorists immediately know the point of the message.

 

TEST YOUR DESIGN
Show your design to someone for seven seconds. Did they get it? View your design from a distance. Does it read from fifteen feet away?

Assess your digital artwork
The average viewing time of an LED is approximately six seconds. Stand at a distance from another person and flash your artwork for five seconds. Were they able to read the entire creative? Was there a call to action? Were they able to make out the image? Details of an image can be hard to point out. Are the shoes, the dress or the woman’s hair the point of the ad?

Well-executed ads move the masses
The Best Ads Are Simple. Designs will need to be read from a distance. Display one idea or thought.

Advertising Images can be tricky
To pick up the details in an advertising image, crop the picture to focus on one specific area. Motorists have difficulty noticing the fine details of a campaign. Make sure your ad image is relevant to the message and text in your artwork.

 

OUTDOOR IS BIG AND SIMPLE.
Sample of Great Ads
Give us a call, or complete the form below. We look forward to hearing from you!
We have staff dedicated to out-of-home advertising design best practices. For any questions, please OneStopAdvert with the contact details below.

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