Out Of Home Using complex type faces with flourishes,
An Agency Perspective serifs and thin line weights will hinder the
4 Simple Rules for Success: Creative
Guidelines on Out Of Home (OOH)
1. Integrated Communication Planning -
OOH activities need to be part of the
overall brand communication approach.
2. Context of Message and Location -
Messages are more effective if you
understand consumer’s behavior and
interaction with the channel
• e.g Entering the CBD could be about
priming yourself for work and Leaving
the CBD could be more gimmicks or
quality time for the home
• MRT advertising could talk about “rush
hour”
3. Apply the Basic Creative Guidelines on
OOH Design:
- The need for simplicity
- Size matters
- Color
- Impactful Images
The Need For Simplicity:
“Outdoor is the art of persuasion at its most
simple. Compared with all the other
advertising media, this is the one that has to
work in a few seconds.” - Rob Morris and
Steve Grounds, ‘Great Outdoor’
Few Words:
“ The rule of thumb in outdoor creative:
“six words or less”
to communicate the most in the least amount
of time”
Word To Remember:
KISS - Keep It Short & Simple
Large Type:
For optimum visibility from far distances use
simple type for ease of legibility.
readers’ ability to effectively read copy.
Succint Communication Delivers More
Impact:
“ Create one message that the viewer can
quickly see and comprehend”
… The more messages you have, the lower the
comprehension level
Size Matters:
- Larger displays are more readily seen
- Bigger displays are seen for longer duration
- The clarity of the messages needs to be
proportional to viewing distance and
exposure time
- Potential Viewing Duration: (POSTAR
2000)
Bus Shelter = 6 seconds
Billboard = 10 seconds
* Some examples that should NOT be
followed:
1st Draft - Text is small and difficult to read,
product shots are difficult to see, brand is
difficult to distinguish
2nd Draft- Text size has increased, product
shot sizes have increased, brand is still difficult
to distinguish
Final Draft- More visible (added colour and
close-up), message is simpler, brand easily
identified, product shots
Recall is Strongest When Using Contrasting
Colours:
Color - “The impact of the Visual or Copy
depends greatly on: colors used and how they
contrast with one another.
- The greater the contrast, the more visible
the ad
- Contrasting Colors Provide the Strongest
Impact
Impactful Images:
“ Use clear, high resolution, easy-to-discern
images that support the theme”
Visuals
Theree of the Key Factors:
1. Use of Brand Icon
2. Product illustrations/benefits
3. Use of humans/animals
Use of Brand Icon Increases Ad
Memorability:
- Average recall for well-branded posters is
significantly higher than for less well-
branded posters
4. Go Beyond the Rules - Breaking the
category rules leads you to more
interesting places.
Innovation/ Creativity to Breakthrough:
With reduced landmark spaces, advertisers
will need to maximize their best inventory
- sight, sound, taste, feel, excitement, buzz,
sales
- 3D execution
- Day and Night Executions
- Exceptional Printing Executions
- Transit Ads
- Building Interiors
- Inflatables
- Transparent Tarpaulin materials

Product Illustration Increases Identification *Architectural Image Projection:

of the Advertiser:
- Average recall for posters with a product
shot is greater than without
Using Shots of Human/Animals Improves
Recall:
- Average recall for posters with
animals/humans is greater than without
- use of high resolution image projector
- 90’x90’/ projector, bigger though multiple
projectors
- vertical, horizontal, wave movements can
be incorporated
- night exposure only (excpet for dark areas
like tunnels)

Attributes that aid in the awareness and

recall for outdoor ads:
1st- Use of bright cheerful colors
2nd- Photographic/real life situation
3rd- Billboard contains product information
4th- Uniqueness of Design
5th- Use of product illustration
6th- Use of celebrity endorser