Craft7 min read
Writing outdoor for sixty kilometres an hour
Six rules we apply to every billboard before it goes to print.
A billboard has roughly four seconds and one idea. Every rule we apply before a board goes to print traces back to that constraint: one message, one visual anchor, type set large enough to read from a moving vehicle, a logo placed where the eye lands last.
Most outdoor fails not because the idea is weak, but because it was designed on a screen at arm’s length and never tested at the distance and speed it will actually be read.