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  • Laurie Bseen

Tips on what Works

  • Keep it simple

  • Simplicity is the key element in good out of home creative.

  • Keep the wording short and sweet.

  • Avoid spelling out complete sentences.

  • Don’t use eight words when four will do. Six words or less is a good rule of thumb.

  • Stick with shorter, simpler words to maximize quick comprehension by motorists.

  • A single message idea will read quicker

  • Do not trying to combine multiple offers.


  • Large text will allow people to see your message from a greater distance.

  • If your text is too small, it will be hard to read and your audience will not be able to see it entirely.

  • Use larger text with plenty of room around each letter.

  • Avoid using all caps or outlines, as they tend to run together from a distance.

  • Try to keep the copy to one line of text if possible.

  • Keep the line width of the letters as large as possible, as thin fonts will be lost over distances.

  • Vary the font size in the letters to create contrast.

  • Try to create a central theme that motorists can understand.

  • Humor works well as long as it is easy to get.

  • Images are just as important to the central theme as the text.

  • Use clear, high resolution images that are easy to see and tie in to the central theme.

  • Transform broadcast and print campaigns into persuasive outdoor messages.

  • Contrasting colors create the most impact from long distances.

  • Studies have shown that contrasting colors create the most impact.

  • Neon or fluorescent colors or backgrounds work well.


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