Suggestions for creating artwork for maximum impact
Use the 3-7-10 Rule
Two key factors in digital outdoor advertising
With any campaign you want to try and simplify the advertisement down to its purest form and message. As with all outdoor mediums, you only have a few seconds to get your message across to your audience. Having a message which is easily relayed and quickly understood is one of the keys to a successful campaign. The quicker your message is conveyed and understood, the more likely you are to leave an impression on the viewer and the more effective your campaign will ultimately be!
“Simplicity is the ultimate sophistication”
2. Visibility, the importance of colour
Once you have your ad refined down to its most refined and clear message, the next thing you need to make sure of is that it catches the eye of the viewer. Again, this happens in a split second and the colours you use are all important when it comes to visibility, particularly in outdoor advertising.
A colour scheme with high visual contrast will work better in conditions that are more difficult to see – such as in direct sunlight. Taking onto account the sensitivity to light in human vision in combination with contrast, black on yellow produces the highest visual contrast. This is why number plates are often yellow with black writing.
“Nobody counts the number of ads you run; they just remember the impression you make.”