Is your outdoor advertising working?

If not, consider these tips:

• Use high contrast colors. One study shows that high color contrast can improve out-of-home advertising recall by 38%.
• Keep the message readable in four to five seconds—generally seven words or less.
• Use big fonts. Always test your type either the old fashioned way, by printing out a sample line in actual size and viewing it from a distance, or by using on-line tools supplied by outdoor companies.
• Select readable, bold fonts, and avoid ornate and serif fonts.
• Allow enough kerning to keep the letters from streaming together.

Outdoor remains a very effective medium in many applications—one that is cost-effective and impossible to ignore. Just be sure to use your space wisely.

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