Creative Guide
Basic Rules for Crafting an Effective Message
Outdoor advertising creation must take into account that the viewer is moving. Exposure to a given message can last as little as 3 or 4 seconds. Therefore, the message must be graphically easy to read, from the caption and the logo to all other text.
The following guidelines will help you create a readable ad with high-impact visuals:
Typefaces
Use typefaces with simple and easy to read characters (Helvetica, univers…) Avoid fonts with a "decorative" style. They are harder to read and quickly go "out of style". "Sans serif" fonts are easier to read than "serif" from a distance.
A text comprised of upper case and lower case letters is more enjoyable to the eye than a text made of upper case letters only. Choose an intermediate letter thickness: Light fonts tend to get lost in the image, whereas bold letters blend together to form a unique mass when seen from a distance.
Choose an adequate letter spacing for the selected font. Letters too close will blend together and letter spread too far apart from one another are harder to read.
Letter Height
The following chart describes the optimal letter size to use, for reading at various distances Distance test templates are also included at the end of the document ( as per sample below)
Colours
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The use of contrasting colors can enhance the legibility of certain headlines. On the other hand, tone on tone letters blend together and reduce legibility...
Certain color combinations can create "vibrations" or a bad contrast resulting in somtehing hard for the eye to decode. It is important to make many color tests before choosing a final combination. |
Conversion Guide for Decimal Points
The chart below shows the main decimal points and their equivalents:
The decimal points increase is done in increments of .125 in order to have a ratio
Smaller values like 1.333'' represent even smaller units such as 16'ths of an inch. 1.333'' = 1 5/16'' and so on.
| Decimal numeric value |
1" |
1.125" |
1.250" |
1.375" |
1.5" |
1.625" |
1.750" |
1.875" |
2" |
| Equivalent in ''8ths'' |
1" |
1 1/8" |
1 1/4" |
1 3/8" |
1 1/2" |
1 5/8" |
1 3/4" |
1 7/8" |
2" |
Summary of Hints and Tips
Moving audience, therefore:
- What is THE (unique) message to communicate?
- Is it clear?
- Short and simple message
- Remove unecessary information
Reduce text to a minimum - Use contrasts wisely
- Choose simple, easy to read fonts
- Large logos
- Large typefaces
Legibility Efficiency testing:
When your concept is ready on a 8 1/2" X 14" (or 8 1/2" X 11") format, pin it on a wall and back up about 8' to 10'… You will see immediately which elements get lost and need to be reworked.