Our First Billboard
Our first plunge into outdoor advertising is with Stokely. We’ve used outdoor advertising in the past for different clients, but this is our first time using it for ourselves.
Outdoor advertising has always fascinated me. It’s very high profile, but brief message is an interesting study on reach and frequency. For this first board, our goal is brand recognition,
general website traffic and hopefully a few new relationships. I’m excited to see what the next 30 days bring.
For the design our goals are clear:
1) Keep it Legible
This means no small type and no busy imagery. To check legibility, I print our design 8.5×11 pin it to a wall and walk 15 feet away. If you can’t read the text with a quick glance, you’ve probably got it too small or too busy.
2) Stay “On Brand”
Staying on brand means staying consistent with colors, themes, graphic elements that are associated with your brand or a current campaign. Since we are using this campaign to raise recognition and web traffic. For legibility and space, we’ve chosen to not use the logo and the domain name. We drop the logo and just go with the web address and use the orange from our logo for recognition.
3) Simple Message
Uncommon Web Design
The message is simple and to the point. Could it be more persuasive? Yes. Could it be shorter? Yes, but then it would be even less persuasive and 3 words fits and is still very legible. People could be reading our billboard while driving 65 mph, sipping a latte and resisting the urge to text on their smartphone. It may take 3-5 more lattes before they actually make the mental connection and choose to visit our website.
“…people could be reading our billboard while driving 65 mph, sipping a latte and resisting the urge to text on their smartphone.”