I was speaking to my Brother recently about making a billboard for Generation-X Albums. He and I have begun to toss some ideas around. As we do this, I have quickly come to find just how ineffective most billboards are.
I would like to challenge you for a moment. Do a Google search for “Billboard.” Next, click on each image, and look at it for two seconds, and then quickly look away from it. Ask yourself “Did this billboard portray a message within the two second time span? Did I understand what this billboard was trying to advertise?” You may shocked to find how infrequently you will say yes to those questions. It saddens me to see how many people not only pay to have a billboard, but also pay to have a billboard designed, when it does not do it’s job. As you are driving down the road, you will have no more then two seconds before the driver will have to avert their eyes back to the road. That makes for a short time span to portray your message.
There are two things that you want to push for when you design a billboard, simplicity, and hierarchy.
Simplicity (Keep it simple, stupid):
When it comes to billboards, generally a simple design is the best design. The viewer only has two seconds before they quit looking at the billboard. You need to ensure that whatever you want to convey, is conveyed with the least amount of things on the billboard as possible.
Hierarchy:
In conjunction with simplicity, hierarchy can ensure the view makes sense of the image as quickly as possible. If you direct the person’s eyes with your design, you can ensure they viewer is seeing the image in the way you intend it to be viewed, therefore helping them understand the message quicker. When doing your design, try going to people, flashing the image at them, and ask them “What was the first thing you looked at when you seen this image?” If they answer the question with an object you did not want to be seen first, then make some changes, and try again.
In conclusion, Simplicity and Hierarchy are the two most important things to keep in mind when you’re designing. If you consistently push to design at this high of a profile not only for billboards, but advertisements, brochures, or any other form of advertising, you will find that your work consistently will become more effective.
Tags: Billboards, Design, generation-x albums, Graphic, Signs
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