Best Practices for Billboard Ads

When you design a billboard ad, you will want to make sure your design can effectively reach potential customers. Read on to learn what you should include, and what you should not include.

Things to include on your billboard ad

Contrasting Colors

Since passersby will only have a few seconds to see your ad, you should always use high-contrasting colors to grab their attention and make your ad clear.

Bold and clear fonts

Similar to contrasting colors, clear, easy-to-read fonts make it easy to view and consume your message. Some of our recommended fonts include:

• Lato
• Gotham
• Minion Variable Concept
• Arial
• Monsterrat

Short and memorable messaging

Since your audience has only have a few seconds to absorb your ad, complex visuals and terminology may confuse them. Use no more than 7-10 words to keep your billboard messaging short and to the point.

When designing your billboard, use messaging that resonate with your audience. A creative campaign is memorable. But, don’t be so clever that your message isn’t clear. And, don’t be so clear that your ad isn’t memorable.

Images and graphics

Use an image or graphic to help tell a story and enhance your message. Try to stick to no more than one image or graphic.

Things to avoid in your billboard ad

Yes or no questions

If you are asking a question, it should be an open-ended question that sparks interest and curiosity. A "yes or no" question is not useful if someone could answer "no".

Redundancy

Try to avoid repeating the same information more than once. For example, if your website URL or social media handles are the same as your business' name, then you do not need to repeat it more than once. Otherwise the billboard might be too text-heavy and difficult to read quickly.

QR codes

QR codes are discouraged from billboards. If your billboard is located along a roadway, it is difficult to scan, and it may distract drivers and encourage unsafely using their phone while driving. 

A QR code can also take up valuable space on your design.

Fine print

Small fine print or disclosures will be hard to read, and may distract from the message of your ad. You should instead include any fine print, policies, or disclosures on your website or print material.