Tricks of the Trade
WHEN IT COMES TO TEXT – BIGGER IS BETTER
Outdoor signs should be easy to read. To ensure all copy is legible, for DIGITAL BULLETINS (14’h x 48’w) we recommend headline copy be a minimum of 3’ to 4’ tall and all other copy be at least 18” tall.
USE BOLD, NON-SERIF FONTS
Upper and lower case, non-italic, sans serif fonts generally provide the best readability. Thin lines can optically disappear and very heavy fonts may blur together. Adding a thin dark stroke around the text will separate it from the background and make it more readable.
KEEP IT SIMPLE & SHORT
A simple message/call to action and fewer images is faster and easier for your audience to comprehend. No more than ten words is all it should take to convey your message.
COLORS SHOULD BE BOLD AND BRIGHT
Use bold, primary colors like red, yellow and blue. Contrasting colors work best because they are more legible from far distances.
High contrast in both hue and value is essential for digital screens.
IMAGE IS EVERYTHING
Avoid Complex backgrounds and gradients. It‘s also better to make small objects large than it is to make large objects small – too much detail may be lost. If possible, try to stick with 3 elements or less (1 image, 1 logo, 1 headline).
WHITE SPACE DOESN’T APPLY IN OUTDOOR
DON’T FORGET THE BRAND
You can’t sell a product or service if no one knows who the advertiser is.
THE 10 SECOND TEST
Don’t be afraid to test the effectiveness of your layout. Simply show the design to someone for 10 seconds and then ask them about it. Were your communication objectives met?
ASK THE EXPERTS
J&B has an extensive creative team eager to share their experiences and ideas. If a question does arise, feel free to contact us for advice.