Outdoor designs should be simple, clear & easy to read. Digital bulletins should be legible from 100 metres away.

Always use large, legible font. Avoid decorative or italic fonts. We reccommend adding a thin dark stroke around the text to separate it from the background.

Simplify everything. Don’t present a complex message or numerous images. Have one thing that you want your audience to do, or to recognise. Reduce a complex message to its essential elements. A common mistake is trying to accom-plish too much with a single ad.

Use only RGB colour for digital displays.

To achieve white, a combination of all three colours in each bulb, must be turned on to their maximum brightness. Consequently, white backgrounds will wash out and compete with the remainder of your creative.

Stick with fully saturated, web-safe hues. Complimentary colours such as red & green are not legible together because they have similar value. Contrasting colour combinations such as black text on yellow works best.

Aim for less than 10 words in total – including the logo / product tagline. Keeping the text brief allows for faster comprehension.

Subtlety does not work at great distances. High colour contrast on digital has been proven to have increased recall by audiences – increasing advertising return. Contrasting colour combinations will enhance the readability of your advertising, grab attention & create a strong visual memory of your message.

Take a small object (like a watch) & make it large, rather than making a large object (like a building), small. Avoid using landscapes or complex scenes. We recommend 3 visual elements or less in total. For example: 1 image, 1 logo & 1 headline.

White space does not apply in outdoor like in printed material. Increase your logo, font sizes & imagery. Having unused visual space at 50-100 metres is not recommended.