Golden Rules

Most on point wins! Creating an outdoor campaign is all about getting your message across loud and clearly, in a way the target audience can perceive and understand within three seconds. On this page we’ve collected what we believe to be the golden rules of outdoor advertising. But remember, these are just guidelines – and sometimes the most creative and successful campaign will break every rule we can think of!

1. Simplicity

Make everything in your ad easy to see. In other words, use a BIG FONT and not to much information. Outdoor advertising is all about fast communication. The further away the viewer is, the more important it is to that your message is easy to understand. Prioritize a short, relevant message.

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2. Be distinct

”A picture is worth a thousand words” is a guiding star in outdoor advertising. Combine a strong image with a clear message that has an obvious link to the product your marketing, to stand out from the crowd and get your message across in the best way possible.

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3. Use contrasts

Steal the attention with contrasting colors and images. Never make your ad to dark. Make sure your message is clearly visible against the background. Use colors that work well with the season in question – it’s for instance a good idea to avoid white during the winter, green during the summer, and orange and red during the autumn.

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4. Big fonts

Outdoor ads needs to get their message across faster than, for instance, print ads. That makes your choice of font and font size extra important. Go big with a bold, easy to read typography – and keep your headlines short.

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5. Famous faces and eye contact

Use recognition to your advantage by using famous people in your campaign. A famous face will always make a bigger, more immediate impact. Eye contact is also important; it’s a well known fact that eyes are drawn to eyes.

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6. Make your logotype known

Always make your logotype a visible part of your ad. Since people or other objects, such as bikes or snow piles, sometimes will obscure the billboard, a logo placement up high is more preferable than a low one.

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7. Challenge and engage

A motive that surprises and creates emotions will always have an impact. What do you want your target audience to do, feel and think? No matter how strong your idea is, it’s also important to have a clear call to action. The more engagement you’re able to create with your campaign, the better effect it will have.

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8. Have a theme

Do use different motives in your campaign, to make it more engaging – but make sure they have theme in common (for instance a color, a font or photos in the same style). Your target audience must be able to quickly understand that the different units are connected to the same campaign.

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