The commandments within assure a firm foundation when designing a billboard. It’s up to you to decide what your message is and the concept that will deliver it, but if you follow these guidelines, you’ll be a lot better off than 70% of outdoor advertisers.

1. Thou shalt not use more than 7 words.

2. Thou shalt not use irrelevant images.

3. Thou shalt not use bright crazy colors inappropriately.

4. Thou shalt not use more than one point of contact.

5. Thou shalt not use starbursts.

6. Thou shalt not use system fonts.

7. Thou shalt not always include a call to action.

8. Thou shalt not ignore thy audience.

9. Thou shalt not rip off national advertising campaigns.

10. Thou shalt break the rules.


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