Here’s another tip for building a better billboard…
#2: Contrast is our friend!
You’ll see them on any highway, on any given day: billboards that are smash hits on the designer’s (and client’s) computer screen, but that bomb on the road:
The reason? Contrast! As seen in the first example, the gold type on a background of pastels look luxurious on screen, but in the reflective world of roadside advertising, it’s simply too hard to read. On the other hand, this ESSA one got it right with its bold navy jumping off the white.
And check back for tip #3 soon!
Rob Stiene, Creative Director