Ooh golden rules

+ Effective

To get your message across effectively, you should follow some basic rules.

Your creative must be:



SIMPLICITY is your best ally. A clear and concise message has greater effect. Target 5 words maximum.



Ensure your brand is clearly visible.



Legibility is essential. Use highly contrasting colours and a clean font. Ensure there is enough space between the letters and words. After all, outdoor advertising is a visual medium.



To ATTRACT ATTENTION and maximize retention of your message, play with words and use a catchy title. If you provoke a positive EMOTION, you’re on the right track. Humour always works in Quebec.



BEAUTIFUL campaigns get noticed most. The competition is fierce. Hire a professional graphic artist.



The ad must be able to stand on its own; it must contain your entire message.



Attractive design and optimal media placement will increase the chances of attaining your objectives. Do not hesitate to discuss STRATEGY and GEOTARGETING with one of our specialists.


Integral part of a campaign

Multiple versions of your message increase the value of your campaign and will improve your brand perception. It is important that the various visuals are based around the same theme to maximize understanding and message retention.


To learn +

Colour and contrast, as well as font, character style and size are all important factors that significantly influence the legibility of your ad. Here are some hints to help you make the right choices.

Did you know that a combination of upper and lower case is much easier to read than caps only?

Clean, simple character fonts are highly recommended. Highly ornamented fonts, and those with excessive contrast between wide and narrow elements are less legible. In addition, sans-serif fonts are more legible than serif fonts, which have a tendency to overlap when spacing is tight.

Minimum recommended size:
Titles: 61 cm (24 in)
Text: 30.5 cm (12 in)

Proper spacing between letters improves legibility. When seen from a distance, letters will tend to merge together when spacing is too narrow.

Given that a poster title must be legible from 122 m (400 ft.) away, character style selection is very important. From a distance, the eye has a tendency to see characters that are too bold as blotches and has trouble distinguishing ones that are too thin – if it can at all. Consequently, the legibility of a poster depends upon a combination of several factors, including choice of characters.

Combinations of carefully selected contrasting colours can improve the legibility of text on a poster. This contrast results from the relative intensity or brightness of two colours: blue and yellow, red and green, white with a dark colour, or black with a light colour. In short, tone-on-tone combinations can hamper legibility, and certain contrasting colours can be very disturbing to the eye. As a result, colours should never be confirmed until after testing to verify that they produce the desired effect.