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        ART SPECS & TIPS

  • Keep it simple
  • Simplicity is the key element in good out of home creative.
  • Keep the wording short and sweet.  
  • Avoid spelling out complete sentences.
  • Don’t use eight words when four will do.  Six words or less is a good rule of thumb.  
  • Stick with shorter, simpler words to maximize quick comprehension by motorists.  
  • A single message idea will read quicker and more easily than trying to combine multiple offers.

       KEEP IT BIG

  • Large text will allow people to see your message from a greater distance. 
  • If your text is too small, it will be hard to read and your audience will not be able to see it entirely.  
  • Use larger text with plenty of room around each letter.  
  • Avoid using all caps or outlines, as they tend to run together from a distance.  
  • Try to keep the copy to one line of text if possible.  
  • Keep the line width of the letters as large as possible, as thin fonts will be lost over distances.  
  • Vary the font size in the letters to create contrast.
  • Try to create a central theme that motorists can understand. 
  • Humor works well as long as it is easy to get.
  • Images are just as important to the central theme as the text.
  • Use clear, high resolution images that are easy to see and tie in to the central theme.
  • Transform broadcast and print campaigns into persuasive outdoor messages.
  • Contrasting colors create the most impact from long distances.
  • Studies have shown that contrasting colors create the most impact.
  • Avoid white backgrounds on digital billboards.
  • Neon or fluorescent colors or backgrounds show best on digital billboards.