The following guidelines have been developed to aid in the creation of engaging digital out of home creative.

Given the size of the creative canvas and the nuances within physical environments these tips should serve as a baseline guide to help you develop powerful digital and static out of home creative.

LAYOUT

out of home advertising layout design

Keep Messaging Concise

and as a reference point, about 7 words or less is common OOH practice.

out of home advertising layout design

Create Visual Hierarchy

by including elements with intentionality, to provide clarity, comprehensibility and memorability to the content

out of home advertising layout design

Aim to Create a Focal Point

when incorporating images and video assets.

out of home advertising layout design

Consider Visibility

from varying distances while creating a layout.

TYPOGRAPHY

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keep in mind a benchmark of 72px, which measures about 1.5” for many standard font faces.

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consider readability from a distance, typically weight that’s not too light or too bold.

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ensures letters do not overlap, and that text is clear and readable.

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centered and left are commonly used.

COLOR

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Maintain Enough Contrast

in color combinations to ensure visibility.

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Combine Colors That Work Well Together

and avoid chronotropisms, a visual illusion of depth or vibration.

ANIMATION

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Use Animation Judiciously

to highlight key information, and draw attention and excitement to the content.

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Create Smooth Movement

within the content by balancing image contrast against animation speeds.

LOGOS

When Logo Recognition is a Top Priority

consider having the logo visible throughout the length of the spot.

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When Content is a Top Priority

consider featuring the logo more prominently at the end for a hold time of 3 seconds.