Outdoor Creative That Works

The core rules

1. Seven words or fewer. One idea per board. If it needs a paragraph, it needs another medium.
2. One big image. A single, bold visual beats a collage every time.
3. Brand it big. Logo large and immediately visible — usually not tucked in a corner.
4. Contrast is everything. Dark on light or light on dark; avoid similar hues (red on green, blue on purple).
5. Simple, heavy type. Bold sans-serifs, no scripts, generous letter spacing. Upper/lower case reads faster than ALL CAPS.
6. One clear action. An exit, a short URL, a memorable phone number, or a QR code where people are stationary.
7. Test small. Print your design at 2 inches wide and view it from 10 feet — that approximates highway viewing.

Type size & legibility

Design for the context

• Highways — 3–5 seconds of attention; ultra-simple, directional.
• Urban & street level — closer viewers allow a bit more detail; QR codes can work.
• Transit interiors & place-based — long dwell; you can tell a story, add offers and codes.
• Airports — premium, aspirational; business travelers in a waiting mindset.
• Digital — use dayparting and data triggers; on roadside boards keep each frame static and self-contained.

DOOH creative tips

• Make the first frame work alone — viewers may only catch one.
• Use contextual messaging: time of day, weather, local landmarks, live countdowns.
• Build multiple versions and rotate to avoid wear-out.
• Check brightness: very white backgrounds glare at night; mid-tones read better.

File & production specs

• Static: vendors usually want print-ready PDF or TIFF at scale (often 1"=1' at 300 dpi or similar), CMYK, with bleed.
• Digital: JPG/PNG (RGB) at exact pixel dimensions; MP4 for video-capable screens; check max file sizes.
• Approvals: most vendors and transit authorities review copy — allow time for edits.

Common mistakes

• Too many words or a long URL
• Tiny logo, or a logo that only appears in the corner
• Low contrast or busy photography
• Multiple calls to action
• Creative that only makes sense to insiders
• Running the same creative for a year without refresh