LESS IS MORE

In out-of-home advertising, some things are just better left unsaid. The most effective out-of-home designs in the past have focused on a single idea. Simplistic designs that contain a quick burst of essential information have proven to have tremendous impact. High frequency and repeated exposures of the medium will ensure the message is absorbed and then retained. Because our audience is mobile, exposure time is only 4 to 5 seconds. You must hammer down your message and decide what's most important. Say it loud and say it big, but say it in seven words or less. This approach takes discipline and can sometimes be a designer's biggest challenge but is proven to be the most rewarding.