In today’s world, outdoor advertising, such as billboards and large format ads, still plays an important role in marketing. Anyone who decides to design and produce these ads should know that the process requires knowledge, skills, and experience. In this article, we present a beginner’s guide that explains step-by-step how to start designing and producing billboards and large format ads.
Understanding the purpose of the ad
Before you start designing and producing outdoor ads, it is important to understand the purpose of the ad and the target audience. A well-designed ad should catch the attention of potential customers and keep their attention. A well-thought-out design and a properly selected ad location can bring significant benefits to a company, but it is important to remember that not every ad is suitable for every location.
Research the market
The next important step is to research the market and the competition. It is worth researching what types of ads are popular in a given region, what colors and shapes are most commonly used, and what content is effective. It is also worth tracking what competitors are doing and what ads they are using. This will allow you to create a more attractive ad that stands out from the crowd.
Choose the right location
The location of a billboard or large format ad is essential for its effectiveness. Ads should be placed in places where they will be visible to as many people as possible. It is important to consider the location, traffic, visibility, and lighting to choose the best location. Always keep in mind not to block visibility or obstruct traffic.
Here are a few examples of the best places to place outdoor ads:
- Near major intersections or main roads – these places attract a large number of drivers and pedestrians, which increases the chances of the ad being noticed.
- Near shopping centers and other places where people spend time – ads placed in such places attract the attention of people who are spending time shopping or recreating.
- Near gas stations – drivers often stop at gas stations, which makes ads placed in this location highly visible.
Choose the right format
The next important step is to choose the right format for your ad. Depending on your goal and location, it could be a billboard, banner, poster, car sticker, etc. It is important to choose the right format that will be able to attract attention and communicate your message.
Here are a few examples of different formats for outdoor ads:
- Billboards are the most commonly used format for outdoor ads, providing large and visible messages.
- Vehicle ads are ads placed on cars, buses, and other vehicles that move around the city. This type of ad allows you to reach a wide audience in different locations.
- Information boards are placed in public places, such as bus stops, shopping centers, and train stations, allowing you to reach your audience where they spend their time.
- Unconventional ads are ads placed on walls of buildings, on streets, and in other places that are not typically intended for ads, but are well visible to passersby and drivers.
When choosing a type of ad, you should consider its goal, target audience, and how you want to reach them. For example, if you want to reach a group of young people who spend a lot of time on the streets, a bus ad could be effective. On the other hand, if you want to communicate complex information, information boards may be more appropriate.
Production technology
There are different technologies for the production of outdoor advertising, each with its own advantages and disadvantages. It is worth considering which one will be the best for your project, taking into account, among others, size, print run, quality, and durability.
The most popular technologies for the production of billboards and large format ads include:
- Solvent printing – a method in which solvent-based ink is applied to a special film and then glued to the substrate. The ink is resistant to UV radiation, moisture, and mechanical damage, which guarantees the longevity of the ad. The disadvantage of this method is that solvent inks are harmful to the environment, and the printing process itself is quite expensive.
- Latex printing – a technology that uses latex inks, water, and hot air. Ads produced in this technology are durable and resistant to the effects of weather conditions, and the production itself is more ecological than in the case of solvent printing. However, the disadvantage of this method is that latex inks are not as resistant to abrasion as solvent inks, which means that the ad may lose quality over time.
- UV printing – in this technology, inks are cured using UV radiation, which provides very good quality and durability of the ad. UV inks are resistant to weather conditions and mechanical damage, and the printing process is relatively fast and ecological. The disadvantage of this method, however, is that UV inks are more expensive than solvent inks, and the production technology itself requires a relatively expensive and specialized machine.
- Digital printing – a technology in which the ad is printed directly onto a special film or material. It is a relatively economical and quick method, while also providing very good print quality. However, the disadvantage of this technology is that ads produced in this technology are not as resistant to weather conditions as ads produced using solvent or UV printing.
The right material type
The choice of the right material is crucial for effective and durable outdoor advertising. The right material will affect the quality of printing, the lifespan, and the durability of the ad.
The most commonly used materials are: vinyl, canvas, mesh, blueback paper, and magnetic film. Each has its own advantages and disadvantages. Vinyl is a very popular material due to its durability and high print quality. Canvas is more flexible and lighter, which makes it easier to install. Mesh is translucent and ideal for mounting on fences and railings because it provides better ventilation. Blueback paper is an economical option for short-term ads, while magnetic film is ideal for advertising on cars.
Design with the viewers in mind
A key element of effective outdoor advertising is to design with the viewers in mind. The ad should attract attention, evoke emotions, and convey the message in a way that is easy to understand.
It is important to choose the right colors, fonts, and images that will match the product or service you are advertising. Remember that billboards and large format ads are viewed from a distance, so they must be legible and easy to read.
Designing and creating graphics is another important element in creating effective billboards and large format ads. To create graphics that grab attention, you should keep a few important things in mind.
First, the graphics should be legible from a distance. Use large, clear letters that can be easily read from a distance. Colors should be bright and contrasting to stand out against the background. Do not use too many colors, so that the graphics do not become chaotic and difficult to read.
Second, the graphics should reflect the brand and convey its values. Pay attention to the choice of colors and fonts that match the brand’s visual identity. Place the company logo in a visible place to enhance its recognition.
Third, remember simplicity. The graphics of a billboard or large format ad should be simple and clear so that the message is easy to understand. Avoid too many elements to prevent the graphics from becoming too complicated and opaque.
Fourth, always use high-quality graphics and photos. Photos should be sharp and clear, and graphics should have high resolution to look good on large surfaces.
It is important to remember that graphic design is a creative process that requires time and effort. If you do not have experience in design, it is worth using the services of a professional graphic designer who will help you create effective advertising graphics.
Conclusion
In conclusion, the design and production of billboards and large format ads is a complex process that requires attention and commitment at every stage. It is important to understand the needs of the market and adapt to them, as well as to use the best materials and tools. In this way, you can create an effective ad that will attract attention and bring business success.
