Sign Africa Journal November / December 2018 | Page 41
FEATURE
logo/product tagline. We recommend seven words or less for the headline. Keep
the words short for faster comprehension.
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Windows graphics: this type of product allows a type of advertising in
which your vehicle windows or business storefront can be used to enhance
advertising for a one-time cost (it depends on where you put it). Vinyl
window graphics can be opaque, translucent (perforated to allow light in)
or transparent. They can also have permanent or removable adhesive.
Other materials which are used in printing are large fabrics and PVC, which
are used in X-Banner, roll-up or banners. They are not as large as structures
and are useful for shops or outdoor use in conventions or events, which
should be placed, moved and removed in a short time.
Large Text
Outdoor designs should be simple, clear and easy to read, because you only
have a few minutes to read them. Digital billboards should be legible from
152,4m away.
High Contrast
Being subtle does not work at great distances. Strong contrast in both hue and
value are essential for creating good digital Out-of-Home campaigns. Signage
design needs to be simple: it needs to grab your attention quickly with a clear
message that is easy to read and visible from a distance.
Location
Is it going to be placed on an existing structure, like a billboard, or is it going to
be hanged? You need to think what kind of structure will support the sign in
order to choose the media and format for the sign. Don’t forget to include a call
to action and to make it memorable.
FLAAR REPORTS
www.flaar-reports.org
Use Bold, Non-Serif Fonts
Always use large, legible typefaces. At 152,4m (500 feet), thin lines optically
fade or break up. Avoid decorative, italic, or serif fonts. As a general rule, upper
and lower case sans serif fonts provide the best readability. When designing for
digital outdoor, we highly recommend adding a thin dark stroke around the text
to separate it from the background.
Stick to One Message or Idea
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Simplify everything. Don’t present a complex message or numerous images.
Have one thing that you want your audience to do or to recognise. The best
outdoor signs reduce a complex message to its essential elements.
Be Short
Use no more than ten words total on the entire billboard – and that includes the
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