Readable headlines and short copy.
Best Practices for Designing Digital Out-Of-Home (DOOH) Creative.
Great digital poster design combines smart, minimal copy with high-contrast and striking visuals. Delivering a strong creative with a clear call-to-action is the best way to use digital out-of-home (DOOH), particularly across roadside displays where there is a need to quickly create impact with shorter visibility times. If you are designing your own creative, below are some guidelines to assist you.
Simplify everything.
Focus on one message. Don't present a complex message or numerous images. The best outdoor media reduces a complex message to its essential elements.
Product Identification.
Make sure you can read the advertiser's name.
Simple font use.
Use two or fewer fonts in your writing design. If you include more fonts, it may create confusion. Bold is better but Medium and Regular weight non-serif fonts work also. Avoid using Thin and Ultralight weight fonts.
Make the text large.
Fonts should be simple, clear, and easy to read. Digital screen text should be large enough that people can read at a glance from a reasonable distance. That said, ad copy at close viewing should be no smaller than 30px.
Readable headlines and short copy.
The length of the sentence should be short, Strive for no more than 10 words total, and 5-7 words in the headline.
High contrast.
The color of the text should be in high contrast with the background for better visibility and readability.
Short words.
Use short words for faster reading comprehension.
Use bright, bold colors.
Using colour is crucial in enhancing visual attention, so using a dark background with elements of vibrant colour or contrasting color combinations will deliver the most eye catching and impactful ads. Stick with fully saturated web-safe hues. Digital displays often work best with analogous color schemes (those that are next to each other on the color wheel). Complimentary colors (such as yellow and purple) are not legible together because they have similar value.
Use RGB colors.
Design as you would for a website, TV, or computer monitor.
Pick your images wisely.
Take a small object and make it large (like a watch) rather than a large object small (like a building). Avoid using landscapes or complex scenes. We recommend 3 visual elements or less, total. As example, 1 image, 1 logo, and 1 headline. Fine detail is more suited to pedestrian traffic. Keep images simple for roadside targeted ads.
Test your creative.
View your creative from 3 meters and for 5 seconds. Then from for 5 seconds from 5-10 meters. This simulates viewing your creative from the road. Does your ad read well?