How Does a Company Create a Billboard Design?
Other People Are Reading
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Developing a Slogan
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The first step in creating a billboard design is to come up with a slogan. A slogan is a short phrase used in an advertising campaign designed to catch attention and convey an important fact. The slogan may be being used in other media, or it may be a phrase designed specifically for the billboard. A billboard should incorporate about seven words only. People driving by on a highway are only able to grasp a short phrase in the second that they are exposed to the message.
Color Scheme
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The next step is to determine the color scheme that will be used for the design. The color scheme may be a combination of the colors in a company's logo, or it may be sharply contrasting colors selected to catch the attention of passersby. The color selected for the text should contrast the color used for the background, and if the background is an image, the text should be dark enough and contrast the primary colors in the image.
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Choosing the Font Style
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A company then selects a font style that will be used for the words on the billboard. Generally, simple, bold fonts with clean lines are most easily read from a distance. A company may choose to have the text match the font used in the company logo, or it may be a different font designed for contrast. A font with upper and lowercase letters is read more easily than all uppercase letters. Choose mid-weight fonts, or fonts that are not too thick yet not too thin. This allows for maximum visibility--the letters won't bleed together or disappear from a distance.
Background Selection
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The next step in the billboard design process is to choose the background. Billboards are designed to be simple, so detailed background images usually aren't used. If the design will use fancy lettering, a solid color may be best for the background so the text stands out and can be read clearly. If a simple, bold font will be used, a background image can contain a little more detail. At times, a company may choose to use a solid-colored background with a more detailed image in the foreground. Placing text next to the image instead of over the top of the image will create better readability.
Putting the Elements Together
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After all these elements are determined, the final step is to put them together in a way that is simple, readable from a distance, and appealing to the eye. A general rule of thumb is to pair simple with complex. For example, if a fancy font will be used, put it against a plain background, and if a detailed landscape is used as a background image, it's best to go with a more simple font. The font should be large enough to be visible from a great distance, but not large enough to overpower other visual elements. This final step is often a trial and error phase, in which different elements are mixed, matched and moved around until the company finds the design that works the best.
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