One of the most important factors to keep in mind when developing a hoarding design is that the format must communicate its message within seconds. An effective design will be appropriate for a large banner, grab attention, and use words sparingly. The overall goal is to create a dynamic design that holds the viewers gaze until the message has been communicated.
As it is typically placed in areas of vehicle traffic, a hoarding design must capture attention quickly. Most people who see this kind of banner will only be able to give it a quick glance. While some hoarding ads may go into a small amount of detail, for the most part the goal is to get people interested in the product. This means that the ad will often serve as both an introduction to the offering and an invitation to learn more about it. In essence, it is a gateway to more detailed magazine, internet, and television advertising.
One of the first things to consider when creating a hoarding design is the message the advertiser wishes to communicate. An effective way to construct the ad is to determine one core message that will draw attention quickly and then have supporting information for that message in a subordinate position on the sign. This message can be a tagline placed at the top or the middle of the sign or an image that attracts attention. When using a line of text, making it a question will often draw attention as people who see the sign will often be naturally driven to try to determine the answer.
Images are another important element of hoarding design. This is usually what will draw a person to the ad. The most striking images are typically simple, dramatic, and inviting. For example, showing a row of condominiums for sale can be effective, but a single shot of the roof deck and its picturesque view may have more impact. A hoarding design may also have one dominant design to draw attention and a smaller series of shots to give a little more information about the item for sale.
Other elements that can help increase the impact of a hoarding design include font, colors, and the orientation of text and images. The most effective fonts tend to be simple, dynamic, and in dark colors that are easy to read quickly. Lighter backgrounds which offer a high contrast for the text are also advisable. Strong, primary colors tend to draw the eye most effectively. Text is usually more effective when orientated high or in the middle of the ad, though this guideline, like all the others, can be flexible.
