Layout

• Make sure your ad has one large, dark element. It may be a heavy dark logo, shape or text.
• Use a simple layout and avoid clutter. Help the reader’s eyes flow smoothly from the top left corner to the bottom right corner of your ad.
• Strong branding: sometimes all you need is a logo and a picture, they will find you online
• Simple Layout

Text

• Make sure your headline is large, wide, and bold.
• Never let your art work overwhelm the wording.
• Don’t print words across/on top of a photograph or illustration.
• Don’t waste words. Examine each word in your ad.  Is it necessary?  Does it help get your prospect to act now?  If it doesn’t help, it hurts.
• Readable copy: avoid big words

Message

• Single-Issue Focus
• What is the single action you want them to do:
  • Call you while they drive?
  • Turn left?
  • Remember a website?
• Tell people what they’ll lose if they don’t buy or stop (not what they will gain).
• Tell your prospect exactly what you want him to do: “stay left”, “turn left at lights”, “call 723-xxxx”, etc
• Short copy: Main message should be 6 words or less.
• Humour is great, if you can get it across quickly in a few words.

Images

• Images must be very high resolution in order to print on a billboard 12′ x 24′
• Ideally the image will have some blank space for your text
• Be aware of what is behind the billboard
  • Is it blue sky? stay away from light blue backgrounds
  • Is it forest? Stay away from dark green backgrounds

Color and Contrast

• Bold, Appealing Colors
• Remember RED IS A DARK COLOR. Don’t put red text on a dark background, or dark text on a red background.

A high color contrast factor will improve legibility. Here are the best combinations, ranked in order of legibility from a distance:

Distance and Visibility

Here are 10 more Tips on Billboard Design