Image
Advances in production technology are allowing advertisers to use increasingly complex imagery in their creative application. However, the requirements for effective outdoor advertising have remained the same — imagery must be bold, clear and easy to understand.
Strong images against simple backgrounds create high-impact visuals. The Image on the left is a good example.
Legibility of Typefaces
Kerning
Sufficient kerning between letters assures the legibility test from far distances. Tight kerning reduces legibility causing adjacent letters to attach together visually. Without proper kerning "clear morning" could be interpreted as "dear moming."
Stacking
A single horizontal line of text allows rapid assimilation of a message without interruption. Multiple text lines increase the time needed to discern a message.
Leading
If more than one text line is necessary, use adequate leading between lines. When a line of text rides on the line below the interplay of descenders and ascenders it will make a message difficult to read.
• Crowding letters into a restricted space will reduce legibility.
• Severely contrasting letter strokes will lose definition when viewed from far distances.
• Thin typefaces will become invisible from far distances.
• Bulky typefaces lose distinction between letters.
• Script typefaces are difficult to read at any distance.
