Seven words or fewer: designing a billboard people can actually read

A billboard is not a big flyer. It is read at speed, from a distance, by someone who is doing something else. The rules are different.

One idea

If your board says three things, it says nothing. Choose the single message you want remembered.

Seven words

Count them. If the headline is longer than seven words, most of the audience will not finish it.

Contrast over decoration

Dark on light or light on dark. Subtle tone-on-tone palettes that look refined on a laptop vanish at eighty metres.

Make the brand unmissable

Your logo should occupy a confident share of the face. Nobody phones a billboard they cannot attribute.

Give them one thing to do

A short URL, a QR code at pedestrian sites, or simply the name to search. With SPP's QR tracking, each face gets its own code so you can see which location is working.

Preview it in place

In the SPP Outdoor Network you can upload artwork and see it on the structure before you book. Step back from the screen. If you can read it from across the room, you are close.