Creating Artwork

Focus your message on a single idea by using seven to nine words.  Even shortening your words can make a difference, so be brief where possible.  Rule of thumb: about 7 words or less is best.

Fonts with even thickness are the easiest to read. Ornate fonts with serifs or uneven thickness of lines are typically difficult to read. Letters should be scaled for distance, if the letters are too small, your customer may not be able to read them.

Select a product image or supportive graphic that is immediately recognizable with a simple background.  Trying to show too many products or people on a billboard may confuse your audience. 

Select colors for the lettering and background that are in sharp contrast, so the words and images will “pop” off the background. 

Good designs may use a touch of humor, surprise, intrigue, or beauty to interest your audience.  You want your customer to remember your outdoor advertisement when making their buying decision.

Artwork can easily be tested for readability by stepping back about ten feet from a printed or computer screen art proof.  Allow yourself a few seconds to view the design. How much did you see?  What could you not read?  Color contrast can be tested for potential visibility by making a black and white copy of the design to see if the paired colors are easy to separate.