The Best Colors for a Billboard

The color of your billboard makes all the difference regarding readership.

A billboard might be fabulously designed, but if the wrong colors are used, people are not going to pay attention to it. When you select high contrast colors, you can increase reader recall by 38 percent. Billboards are generally placed along highways so the viewer doesn't have much time to read the billboard and absorb the contents. It has to be designed so it can be read quickly.

Contrasting Colors

Contrasting colors are the best. If there isn't enough contrast between the background and the text, the message is going to get lost. If you are using dark colored text, such as black or red, consider a white or yellow background. Red text on a black or blue background does not provide enough contrast and the message can't be readily seen and absorbed. Contrasting colors are best when viewing a billboard from a distance.

Yellow

Yellow is a great color to use on a billboard in the United States because drivers are accustomed to seeing yellow on traffic signs and paying attention to them. Our brains notice yellow and we at least scan the sign quickly.

Avoid Complementary Colors

If you use complementary colors, such as green and red, on your billboard the words won't be legible because the colors are too similar in value and produce low visibility. Yellow on black or vice versa provides a strong contrast and readability.

Value and Hue

The value of color means its darkness or lightness. The hue is the identity of the color. Use a strong value and hue on your billboard.

Best Color Combinations

The best color combination that provide maximum contrast on a billboard and the best visibility and readability include black on yellow, black on white, yellow on black, white on black, blue on white, white on blue, white on green, green on white, red on white and white on red.

References

• Wheels America Advertising: The Top 5 Billboard Advertising Mistakes
• BPS Outdoor: Billboard Design Rules That the Pros Sometimes Forget
• Porlier Outdoor Advertising Co.: The Creative Guide to Great Layouts
• Avalanche Internet Marketing: "Billboard Advertising and Usability--Best Colors"; Matt Larson; June 21, 2006
• Pyro Marketing: "5 Keys to Great Billboards"; Greg Stielstra; Nov. 27, 2006
• Independent Billboard Operators: Design Quick Tips

Resources

• Outdoor Billboard Secrets: "The Secrets of Winning Outdoor Billboard Artwork"; Frank Rolfe