Outdoor Advertising - Letter Visibility
Legibility depends on fast identification of shapes, and consequently the letters. Capital letters have the greatest individual recognition value, but they tend to read individually. Therefore, capitals usually work best for display headings or captions which are only three or four words in length. Lower-case letters usually read as complete words or phrases because the eyes have become accustomed to them through normal reading habits. Therefore, lower-case letters are more appropriate for longer headlines or sentences.
- Too little spacing between letters makes them appear to merge together
- Upper and lower case type is easier to read than all capital letters
- At distance, very heavy letters become blobs, very thin letters become invisible
- Ornate script faces, and excessive contrast between thick and thin reduce legibility
Outdoor Advertising - COLOUR VISIBILITY
The above colour combinations demonstrate readibility at distance, with No. 1 being the most legible, decreasing in legibility to No. 18.
Complementary colours such as red and green are not readily legible. Any combinations of colours of similar value, even without vibrating, will have low visibility. However, complementary colours that have strong contrast in value, and therefore little vibration, provide maximum visibility.
Complementary colours such as red and green are not readily legible. Any combination of colours of similar value, even without vibrating, will lower visibility. However, complementary colours that have strong contrast in value, and therefore little vibration, provide maximum visibility.
Outdoor Advertising - PERSPECTIVE EFFECTIVE
The greater the speed of the vehicle, the more distance the driver is trying to see. This narrows the angle of vision. The reduction inperspective at different speeds should always be kept in mind with Outdoor Advertising.
Outdoor Advertising - The Creative Process
There is a lot of great outdoor advertising being produced, but it's painfully obvious that there's is also a lot of bad advertising.
The latter because its creators have lost sight as to how the medium works.
Outdoor advertising isn't seen from a static armchair, but by people on the move, and the time of their message exposure has to always be part of the creative consideration. Remember that the message has to be seen from moving vehicles and allowances for it.
Speeds and exposure time vary greatly by location, but if you consider you target consumer's attention is from six to twelve seconds, you're going to be on target for maximum readership.
And check the concept against the seven basic cornerstones to outdoor with impact. Outdoor Advertising South Africa
- BIG ILLUSTRATIONS
Big enough to capture the basic elements?
Crop them.
- BOLD COLOURS
Do they project for a fast moving audience...
separate well from surroundings?
- SIMPLE BACKGROUNDS
Does it interfere with or support the basic advertising message?
- LEGIBLE TYPE
Read at a distance while the viewer is moving?
- PRODUCT ID
Register quickly?
- LAYOUT
All the elements come together as a single unit?
