7 Road Tested Principles for Creating Billboards that Turn Heads and Deliver Results

After decades in the out-of-home (OOH) advertising industry—watching billboards light up cities, highways and airports across the country—one truth remains consistent: great advertising creative is what makes campaigns truly memorable.

No matter the market, media display type or format or message, the most effective billboard ads tend to follow a core set of creative best practices. Whether you’re working with an in-house team or a design agency, sticking to these seven principles can dramatically increase the impact, recall, and effectiveness of your OOH investment.

1. Use bold sans serif fonts

Choose fonts that are clean, strong and easy to read from a distance. Sans serif typefaces maximize clarity and allow your message to be processed quickly—especially by drivers or commuters with just a few seconds to absorb it.

2. Crank up the contrast

Pairing white or bright text against a high-contrast, colorful background helps your creative pop. The eye naturally gravitates toward contrast, making it easier for your message to stand out amid a cluttered environment.

3. Let images do the talking

The full height and width of a billboard is your storytelling space—use it. A compelling image can convey mood, intent or message in an instant, sometimes better than words. Choose visuals that create emotional resonance and visual drama.

4. Stick to One Clear Idea

Simplicity wins. Focus your creative on one strong takeaway—whether it's a headline, image or CTA. Trying to say too much dilutes the message. A focused concept helps viewers quickly understand and remember what they saw.

5. Use seven words or fewer

Brevity is your best friend. The fewer words you use, the more powerful they become. Clear, concise, and, if possible, clever messaging ensures your audience gets it fast, and thinks about it longer.

6. Localize your message

When a billboard speaks directly to its environment—referencing a local landmark, culture, event, or saying—it immediately becomes more engaging and personal. Contextual relevance drives stronger recall and brand favorability.

7. Create a strong silhouette

Think of your advertising creative design in terms of shape and negative space. A bold silhouette helps the eye register and remember the design quickly, even at high speeds or from far away. The most iconic OOH visuals often work in outline alone.

Ready to go big?

These creative principles aren’t just theory, they're field-tested truths from decades of designing standout OOH campaigns. When applied consistently, they can help your brand break through the noise and build stronger connections with consumers on the move.

Need help bringing these ideas to life? Contact us to collaborate with our in-house creative and strategy teams. Let’s design a memorable campaign that turns brand awareness into consumer action.