| Designing outdoor advertising is visual storytelling,
and the key to its success is simplicity.
• The Viewing
Audience
• What is Appreciated in OOH Creative?
• When OOH Media Works best?
• What OOH Media sphere has to
offer to Creative?
• Common Mistakes
• Basics of GOOD OOH Creative
• Color Combinations that works
best for OOH Media.
The viewing audience
The Outdoor viewing
audience consists of:
• mostly mobile people
• traveling in vehicles
• Walking by as they perform the activities of daily life.
To capture this audience, Outdoor designs require
a disciplined and succinct creative approach.
When Outdoor advertising is well-designed, it
will entertain and intrigue consumers with arresting impact
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What common people appreciate about OOH Media
Appreciation for outdoor advertising is forthcoming
when:
• Good creative
• Witty Concise messages
• Vibrant colors
• Large sizes
- The key to the appeal of OOH Media is sticking
to the basics.
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When does OOH Media works best
• Larger than life imagery- size does
matter!!
• Unusual & Unique concept presentation.
• Provide an ‘escape route’
• Captive audience = Captive viewers
• When ‘influencers’ talk
• When campaigns are teasers or serials
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Options in the OOH Media sphere
Outdoor advertising presents limitless options
for creative design.
There are dozens of:
• sizes and shapes
• endless locations
• boundless opportunities
for designing effective outdoor advertising
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Common mistakes
• Using Print Ads for Outdoor/ Overcrowding
- Too many letters in a tight space limit legibility
• Thin Stroke Typefaces - Thin fonts don't "pop"
and can fade into the background
• Decorative Fonts - Script letters tend to run together and
become indistinguishable
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Basics of good OOH design
• One Main theme
• Images
• Large Type
• Six words or less
• Color
The ability to communicate the message in its entirety & impact
is based primarily upon clarity & brevity.
Theme
• One central theme in both imagery & text
• Storylines with dramatic tension or suspense
• Humor is a very powerful tool but should be used to get
the TG to relate to it.
Images
• Large & simple images, easy to comprehend
• Clear high resolution images
• Easy to discern images that support the theme.
Typefaces
Spacing
• Provide ample space around both letter & word
• Space between the letters & space between the lines
must be large enough to be legible
• Restrict the copy to one line when possible
Line thickness
• Thicker the line weight of the letters better the visibility
distance
• Care to be taken as not to make it too thick.
Capitalization
• Avoid creating text in all caps- letters blend together
• Vary the font size in the letters to create contrast
Color
• Contrasting colors create most impact from far distances
• The best two color contrast combinations are in the next
slide in descending order of effectiveness
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