Creative Basics
Billboards and other Out-of-Home advertising usually present the consumer with a short time span in which to read and comprehend the message you want to send. In addition, there are often other things vying for the audience’s attention. Therefore, readability of the creative used can have enormous impact on the effectiveness of your campaign.
Letter Readability
Upper and lower case type is easier to read than all uppercase letters |
Too tight letter spacing decreases legibility, too loose a spacing breaks up the words and makes type look weak |
At long distance very heavy letters become blobs and very thin letters become invisible |
Ornate script, highly distressed or highly stylized faces, and excessive contrast between thicks and thins decrease legibility |
Capital letters have the greatest visual recognition value; however we tend to read each letter as an individual, which slows down word comprehension time. Therefore the use of all capitals in your design should be limited to short words or phrases of not more than a few short words.
Established reading habits mean that we are more comfortable reading upper and lower case letters, and because we recognize the words instantly through the shapes they present, they are preferable if your design has a longer headline, a sentence, or secondary copy.
Colour Readability
The colour combinations in the top row of the diagram show high contrast with high legibility. The second row shows lower contrast and poorer legibility.
Some colour combinations, especially those of complementary colours that have similar values, such as red and green, can be very difficult to read, due to the creation of a visual vibration. However, complementary colours such as purple and yellow have a strong contrast in value and little vibration. They provide a high level of legibility. Selecting any two colours of very similar value will probably result in poor legibility.
Selecting two colours with different or contrasting values, will probably result in good legibility. However always be on the lookout for visual vibration…it will reduce your creative impact!
Helpful Tip
Watch for strong colour or imagery contrast when reversing type or logos out of photographic or patterned backgrounds.
For resources on Outdoor design, product templates and specifications, creative or production assistance or advice, contact your Pattison Account Representative.
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Out-of-home Design basic elements |
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Out-of-home Design digital, trios, & transit |