7 Digital Billboard Design Tips for Maximum Impact

1. Keep It Simple: Use clean designs, bold fonts, and focus on a single message. Viewers only have 6 seconds to process your ad.
2. Readable Fonts: Choose large, clear fonts like Arial or Helvetica. Avoid all caps and ensure proper spacing.
3. High-Contrast Colors: Pair light text on dark backgrounds (or vice versa) for better visibility. Avoid hard-to-read combinations like red on blue.
4. Strong Call-to-Action (CTA): Use action-oriented phrases like "Shop Now!" or "Get 25% Off Today" and make your CTA stand out with bold colors.
5. Use Dynamic Content: Incorporate live data (like weather or countdowns) or subtle motion to make your billboard engaging.
6. Stay On-Brand: Use your logo, brand colors, and consistent messaging to reinforce identity.
7. Test and Improve: A/B test designs, track metrics like impressions and conversions, and adjust for better performance.

Why It Works:

• 400% more views compared to static billboards.
• 83% recall rate for digital ads.
• People are 71% more likely to notice a digital billboard than an online ad.

Quick Tips for Success:

• Use 6 words maximum for your message.
• Add high-quality visuals that complement your text.
• Test your design in different lighting conditions for optimal readability.

These tips help you create digital billboards that capture attention, communicate effectively, and deliver results.

Best Practices for Billboard Design

1. Keep Design Clean

A clean design is crucial – viewers have just six seconds to understand your message. Keeping things simple improves readability and ensures your ad grabs attention in the fast-paced outdoor environment. Start by picking fonts that are easy to read and visually impactful.

Choose Big, Clear Fonts

Sans Serif fonts work best for outdoor ads because they’re easy to read from both close and far distances.

Here are some top font choices:

For better readability, avoid ALL CAPS and ensure enough spacing between letters. Adding a dark outline to light-colored text can also make it pop against different backgrounds.

Use 6 Words Maximum

Billboards only get about six seconds of attention, so your message must be short and to the point. Stick to six words or fewer to ensure your message is clear. Focus on:

• One main idea
• Key contact details
• A single, strong call-to-action

Make Colors Stand Out

The right colors make your ad more visible. High contrast between text and background is essential, especially in varying light conditions.

Here’s how to make your colors work:

• Pair dark text with light backgrounds, or vice versa.
• Test your color combinations in different lighting.
• Consider the physical surroundings of your billboard.
• Use colors that are accessible for those with color blindness.

Colors like red, pink, and teal stand out well against black backgrounds. However, avoid pairing complementary colors (e.g., red and green) as they can create visual strain and reduce readability.

2. Design for Fast Reading

Digital billboards grab attention quickly – often within just 2–5 seconds. With 60% of consumers recalling digital billboards they’ve seen in the past week, it’s clear that making your message easy to read is key to success.

Focus on One Main Idea

Keep it simple. A cluttered billboard can confuse viewers, so stick to the basics. Here’s a quick guide:

Your billboard should answer three questions: What are you offering? Why should people care? How can they take action? Use short, straightforward language, and pair it with a striking visual to make your message stand out.

Use Impactful Images

A strong image can make your message even more memorable. High-quality visuals help create emotional connections and make your billboard easier to understand. Digital billboards are the perfect platform for bold, attention-grabbing imagery. To make the most of them:

• Use one large, dominant image instead of several smaller ones.
• Scale images properly – too big can overwhelm, and too small might go unnoticed.
• Consider local culture and symbols when choosing visuals.
• Make sure your image complements your text, not competes with it.

When clear messaging and eye-catching visuals come together, your billboard will leave a lasting impression.

3. Use High-Contrast Colors

To make your billboard stand out and ensure your message sticks, focus on using high-contrast colors. Studies show that well-chosen contrasting colors can boost message recall by up to 38%.

Avoid Problematic Color Combinations

Not all color pairs work well on digital billboards. Some combinations can make your message hard to read. Here’s a quick guide to steer clear of common issues:

Want to test your design? Convert it to grayscale in Adobe® Photoshop®. If any part of the design looks unclear, it likely lacks enough contrast.

Work Brand Colors Into Your Design

Once you’ve avoided tricky color combinations, the next step is to incorporate your brand colors effectively. Balancing brand identity with readability is key. For example, Daktronics uses the South Dakota State University Jackrabbits logo with blue and yellow, creating a design that’s both eye-catching and easy to read.

Here are some tips for using brand colors:

• Use a dark background to make colors pop.
• Stick to three dominant colors to keep the design clean.
• Test visibility under different lighting conditions to ensure readability.

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4. Write Clear Call-to-Action

A strong call-to-action (CTA) can turn a casual glance at your billboard into real action. While clear design catches attention, a well-crafted CTA directs that attention toward a specific goal.

Use Action-Oriented Language

The right action words can make a big difference. For example, PartnerStack saw a 111.55% increase in conversion rates just by changing its CTA from "Book a Demo" to "Get Started".

Here are examples of effective CTA phrases for digital billboards:

Once you’ve chosen the right words, make sure your design makes the CTA impossible to miss.

Make Your CTA Pop

Your CTA needs to grab attention immediately. Buddha Brands achieved this by placing their "Add To Bag" button on a contrasting background, ensuring it stood out.

Here are some tips to make your CTA more visible:

• Strategic Placement: Position the CTA in the lower third of the design, where viewers’ eyes naturally land.
• Use Contrast: If your design lacks bold colors like red, consider using them for the CTA to create instant visual impact.
• Create a Sense of Urgency: For example, FieldEdge used a high-contrast "Request Demo" button placed below key benefits to encourage quick action.

You can also test different CTA options. Exactera, for instance, uses two CTAs – "Book a demo" and "See the Overview" – giving viewers a choice in how they want to engage.

5. Add Live Content

Digital billboards have the power to display dynamic, real-time content that not only grabs attention but also drives action.

Show Live Data

Using real-time data can make your billboard more engaging and relevant. For instance, McDonald’s used digital billboards with weather-based promotions, which successfully increased foot traffic to nearby restaurants.

Here are some practical ways to use live data effectively:

A standout example is British Airways’ "Look Up" campaign. They displayed real-time flight information on billboards in London’s Piccadilly Circus, connecting their ads to actual flights overhead. This creative approach significantly enhanced their brand visibility.

Add Simple Movement

Adding subtle motion can make your billboard even more eye-catching. Coca-Cola demonstrated this during the 2018 World Cup by using dynamic content that reacted to match events while keeping the message clear and visible.

Here are some tips for incorporating movement:

• Keep It Subtle: Use smooth transitions that enhance your message without overwhelming viewers.
• Time It Right: Adjust your content to match peak viewing times. For example, Guinness Australia’s "Brewery of Meteorology" campaign updated its ads based on weather changes to drive sales and visits.
• Align With Your Brand: Ensure any motion fits your brand’s identity. Vandebron, for instance, combined movement with its EV charging campaign to reinforce its sustainable energy message.

Simple, thoughtful motion can make your billboard stand out while staying true to your brand.

6. Match Your Brand

To make your billboard effective, it needs to align with your brand. This helps people recognize and trust your business more easily.

Include Brand Elements

Incorporate essential brand elements to create an immediate connection with viewers. Consistency in branding can increase revenue by 23%. Here’s how to do it right:

When adding your logo, make sure it’s noticeable but doesn’t dominate the design. Add dark outlines to text if needed for better visibility without losing brand alignment. Carry this consistent style across all platforms to strengthen your brand presence.

Match Other Marketing

Your billboard should work seamlessly with your overall marketing efforts. Using consistent visuals, messaging, and experiences across channels builds loyalty and reinforces your brand.

Here are a few ways to ensure alignment:

• Digital Integration: Link your billboard’s style to your digital channels. IKEA’s use of its blue-and-yellow branding is a great example.
• Seasonal Themes: Adjust your billboard’s content for seasons or events while keeping core brand elements intact.
• Unified Campaigns: Match billboard messaging with other marketing campaigns. Apple’s minimalist, cohesive designs are a prime example.

Create clear brand guidelines specifically for digital billboard use, and review your branding assets regularly to avoid inconsistencies. Misaligned branding can confuse your audience, as seen with some high-profile redesign failures.

7. Measure and Improve

Once your design is ready, the next step is testing its performance to see how it can be refined. Designing effective digital billboards isn’t a one-and-done process – it involves ongoing testing and making adjustments based on data. Modern tools allow you to track how well your billboard works, helping you tweak it for better results. This ties back to earlier points about design and messaging, ensuring your efforts are measurable and actionable.

Compare Different Versions

A/B testing is a great way to figure out what works best for your audience. By testing different designs, you can pinpoint the elements that resonate most. Here’s a quick breakdown of what to test and how to measure it:

Make sure to test each version under the same conditions for accurate comparisons. For example, platforms like Blip let advertisers try out multiple designs across different locations and monitor performance in real time.

Track Results

Keep an eye on these key metrics:

1. Impression Quality
   Measure not just the number of views but also the quality of those impressions. Modern GPS and geolocation tools can track how engaged viewers are. Research shows that people exposed to out-of-home (OOH) ads are 17% more likely to interact with the brand on their mobile devices.
2. Brand Impact
   Studies reveal that 82% of people remember digital billboard ads they saw up to a month ago. Use surveys and social media listening to assess how your campaign affects brand awareness and public sentiment.
3. Response Metrics
   Add trackable features like unique QR codes or custom URLs to your billboards. According to the Outdoor Advertising Association of America, an average billboard generates between 30,000 to 50,000 impressions daily. Track how these impressions convert into actions or engagement.

Combine these billboard insights with data from other channels, such as website traffic, social media activity, direct responses, and local sales. Use this information to fine-tune your strategy and improve your campaign’s overall performance.

Conclusion: Design Tips Summary

Key Takeaways

Creating a powerful billboard design comes down to a simple formula: clean layout, bold fonts, and a clear message.

"Billboard design is a whole different type of design specialty in and of itself." – Nora Kramer, Designer + Brand Strategist

Here’s what you need to focus on for effective digital billboard design:

• Simple Layout: Stick to three main elements – headline, image, and call-to-action.
• Readable Typography: Choose bold, wide fonts that stand out from a distance. Black text on a yellow background is a great choice for visibility.
• Clear Messaging: Keep it short – seven words or fewer.

"An effective billboard communicates the message in seconds." – Chris Lottman, Director of Online Services at Whistler Billboards

These tips will help you craft a message that grabs attention and drives results.

Get Started on Your Campaign

Starting your billboard campaign doesn’t have to be complicated. Platforms like Blip Billboards make it affordable, with daily budgets starting as low as $20.

"Billboards are one of the most impactful ways to advertise, and with Blip, you spend a fraction of what you would end up paying elsewhere." – Ray Bowens, Founder, Hashtag-Vape

To ensure your campaign’s success, follow these steps:

"Working with Blip has given Mr. Charlie’s the momentum to get our new location on the map while accelerating growth for our original location." – Paul Willey

Use these steps to make the most of your billboard investment and see measurable results.

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• 5 Ways Small Businesses Can Leverage Digital Billboards
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• Visual advertising techniques (and how to use them on billboards)