Creative Guidelines

RULE 2

Scale up

_{Outdoor works on scale and proximity, so your creative needs to work on both levels, from up close and from afar. This goes double for the copy.}

RULE 3

Check your colours

_{Some colour combinations work together and some don’t. What looked good in the studio on a small screen might not translate as well when blown up 3000%.}

RULE 4

Be legible

_{To serif or sans serif? Both work of course, but whatever the font choice, never make your audience try to decipher what you are saying.}

RULE 5

The Surroundings

_{Outdoor advertising is geo-sensitive, so think about where your ad is running. How can you include the features of Outdoor location to elevate your creative?}

DO'S

• _{Be succinct in message}
• _{Use colours that work well together}
• _{Tailor message to the medium}
• _{Ensure the brand is big enough and placed correctly}
• _{Use humour and compelling imagery}
• _{Use fonts that are clear and well-spaced}

DONT'S

• _{Say too much}
• _{Ignore colour and contrast}
• _{Use print creative}
• _{Brand poorly}
• _{Use illegible typography}
• _{Ignore the environment}