Simple. Bold. Legible. Brief.

Welcome to the Design Guidelines page of Alive Advertising. If you’re looking to create an impactful digital out of home (DOOH) advertising campaign, it’s important to have a strong and consistent visual design that grabs the attention of your target audience. In this page, we will provide you with some important design guidelines to help you create eye-catching and effective DOOH advertisements.

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Example of a Good Advert

  • Effective placement of the car
    moves the eye naturally to the information.
  • Excellent use of color contributes to the legibility.
  • Fewer design elements clarify the message.
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 Example of a Bad Advert

  • Wagoneer logo is too small and not visible
  • Not much contrast between the vehicle and background
  • Not enough contrast between the blue and white background

Define Typography

Some worry they will not be able to get all of their information on one frame or piece of artwork. So they add every possible detail they can think of. This mindset derives from traditional print advertising

Selecting Effective Fonts​

Select fonts that are easy to read from different viewing distances, such as large, bold fonts. Remember to use text containing both upper and lower-case characters when you have a long message. Using text with all caps should be limited to short messages. Using a limited amount of text will help viewers’ readability and comprehension. Examples of these variations on text are to the right.

Use Tonal Contrast

Using contrast is vital to your design because it helps the viewer distinguish between design elements. For best contrast, use tonal contrast (or value difference) instead of only color difference.
Tonal contrast can be measured by using compositing software such as Adobe® Photoshop®. Simply open your advertisement using your preferred compositing software and then convert it to gray scale. You can now easily measure the advertisement’s tonal contrast. An example of this is shown on the right.

Examples of good tonal contrast in Digital Outdoor content

After turning your content to gray scale, is your advertisement still readable? Do all of your elements stand out? If so, your content piece has good tonal contrast.

Avoid white backgrounds

With LED technology, the use of emitted light, white or very light colors may repel the eye – not the desired response in advertising. A grave concern in most regulatory environments is offensive use of light or white content. Even though digital displays are fully capable of producing white and pastel colors it is not recommended. Taking advantage of the color capabilities is thoughtful and in general more pleasing to the eye. 

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