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Billboard design is a completely different design discipline on its own. Whether a billboard is mounted on the side of a building or placed beside a busy road, it cannot be approached the same way as printed advertising materials handed directly to consumers.

Unlike traditional advertising design — such as brochures or flyers — where people can hold the material, read details, and spend time with the content, billboards are usually viewed from a distance and often by people traveling at speeds of 60 km/h or more.

This means viewers typically have only 2 to 5 seconds to notice your brand name, read a tagline, or absorb any strong visual message.

Adding too much information to a billboard does not improve its effectiveness or make it more attractive. In many cases, it creates distraction and confusion, causing viewers to miss the message entirely.

When designing a billboard, there are several key principles that should always be considered, whether you are creating the design yourself or working with a professional billboard designer.

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 Keep the billboard to 3 main elements 

​Your billboard design will be far more effective if it focuses on only three key elements: a strong headline, a powerful image, and a simple call to action, such as a website URL or phone number.

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 Use only 1 call to action 

​Including multiple calls to action — such as a phone number, address, and website together — can make the billboard feel cluttered and difficult to process quickly. Choose the single most important action you want viewers to take and focus on that. Today, most people use smartphones and can easily search for additional information themselves if needed.

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 Try to use 7 words or fewer 

​Keep the total amount of text on your billboard — including the headline and call to action — to around seven words or fewer whenever possible. Drivers and passengers only have a few seconds to read and understand the message, so clarity and simplicity are essential.

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 Use wide, bold, and large fonts 

​Bold, wide typefaces are much easier to read from a distance and at high speeds than thin or narrow fonts. Large text also allows viewers to recognize and process the message earlier. Whenever possible, choose typography that maximizes visibility and readability.

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 Use easy-to-read fonts 

​Avoid decorative, elaborate, or overly stylized fonts. Billboards should use clean and highly legible typefaces that can be recognized instantly. Script fonts and fonts with extreme thin-and-thick variations are often difficult to read from long distances. Avoid using ALL CAPS as well, since mixed-case text is generally easier to read.

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 Use contrasting colors 

​Strong color contrast is essential for readability. Combinations such as black and white or bold primary colors like red, yellow, and blue work especially well. One of the most readable combinations is black text on a yellow background. Softer earthy tones, browns, and pastel colors tend to reduce visibility and impact.

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 Take the design for a test drive 

​Print the billboard design at the largest size your printer allows and test it from a distance of approximately 8–10 meters. Show it to someone unfamiliar with the design and allow them only 5–10 seconds to view it while walking toward it. Can they read the message clearly? Do they immediately understand the concept and call to action? This simple exercise helps simulate a real drive-by viewing experience and is an excellent way to evaluate whether the billboard communicates effectively.