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The designer must consider elements such as colour contrast, perspective and font choice to ensure maximum visibility and legibility of the advert. Pointers include:
“Simplicity is key,” says Lyn Jones, marketing manager of Continental Outdoor Media (formerly INM Outdoor). “Creatives need to focus on a singular message. The copy should be legible. The most important key focus of an outdoor campaign is the bare, simple idea. All advertising should begin with the outdoor concept and design. If one is able to encapsulate a brand message on outdoor, designing for other media follows easily.”
“We spend much of our sales pitch to creative departments within agencies on how to design for outdoor. A creative message that works for a magazine or newspaper cannot merely be transferred onto an outdoor format.”
Executive director of OHMSA, Les Holley, echoes these thoughts. “Creatives are not making full use of the exciting applications that outdoor affords them. It is not simply an opportunity to take a print ad and blow it up to billboard proportions, it requires a bit more creative insight and ‘out of the box thinking'. Use of die-cutting, 3D effects and clever copy make an advert memorable and understandable.”