Colors have a direct impact on customers’ emotions and decision-making. In this article, we explore the secrets of using color and design effectively in outdoor advertising. Colors are our visual language, and in the highly competitive world of outdoor media, they have the power to create instant and meaningful connections with the audience. A smart choice of colors and design can communicate your message in a fraction of a second, evoke specific emotions, and leave a lasting impression of your brand in the viewer’s mind. This article examines how to strategically use color and design elements to create impactful outdoor advertising campaigns.

The Impact of Color on Customer Emotions

Colors are not just aesthetic elements, they influence the subconscious levels of the human brain, triggering a wide range of emotions, memories, and reactions. Understanding these effects helps us choose colors in outdoor advertising that convey the intended message most effectively.

The Revolution of Out-of-Home Advertising in 2025

Red: Symbolizes excitement, passion, love, power, and urgency. It grabs attention and conveys energy and enthusiasm. Commonly used for calls to action (CTA) or to create a sense of excitement.

Blue: Represents calmness, trust, stability, intelligence, and responsibility. Often used by brands that want to evoke professionalism and reliability.

Green: Associated with nature, growth, health, harmony, and wealth. It brings a sense of freshness, peace, and prosperity.

Yellow: Symbolizes happiness, optimism, creativity, and attention. Highly attention-grabbing and evokes positive energy and cheerfulness.

Orange: Combines the energy of red and the joy of yellow. It evokes enthusiasm, creativity, and vibrancy, often associated with youthfulness and innovation.

Purple: A royal color representing luxury, creativity, and spirituality. It conveys sophistication, high quality, and a sense of mystery.

Pink: Often linked with tenderness, love, calmness, and femininity. It gives a sense of softness and affection.

Black: Symbolizes power, elegance, formality, and luxury. It evokes a sense of authority and prestige.

White: Represents purity, simplicity, innocence, and openness. It conveys a sense of order and clarity.

Gray: A neutral color that expresses balance, professionalism, and modernity.

In outdoor advertising, color selection must be done carefully, aligning with the brand identity and the message intended to be conveyed. Color combinations are equally important, as they can either enhance or weaken the visual impact of an advertisement.

Font Selection and Readability in Urban Spaces

In outdoor advertising, the readability of the message is the top priority. Viewers usually pass by billboards quickly and have very limited time to grasp the message. Therefore, choosing the right font plays a crucial role in the success of a campaign.

• Readability from a distance: The font must remain easily legible even from long distances and at high speeds. Simple, clear, and clean typefaces without unnecessary details are the best options.
• Simplicity and clarity: Complex or decorative fonts lose their readability in urban environments. Sans-serif fonts such as Arial, Helvetica, and Open Sans are generally more suitable for outdoor advertising because of their clean and straightforward lines.
• Font size: The font should be large enough to be seen clearly from the intended viewing distance. As a general rule, the main text should occupy at least 5% of the total billboard area, and the letter size should be readable from 100 meters away (depending on the billboard’s dimensions and surroundings).
• Contrast: Ensure that the font color has enough contrast with the background color to maximize readability.
• Number of fonts: Avoid using too many fonts in one design. Usually, one or at most two fonts are sufficient to maintain consistency and simplicity.
• Readability under different lighting conditions: The font should remain readable both day and night, whether under direct sunlight or in shadowed areas.

Readable Design Standards in Outdoor Advertising

Straboard is More Than Just a Billboard | Behind Smart Advertising Decisions

Image and Text Composition

An effective composition in outdoor advertising conveys the message quickly and clearly, while capturing the viewer’s attention.

• Simplicity Rule: In outdoor advertising, “less is more.” Avoid cluttering the design with too many elements. Focusing on one key message and one powerful image is far more effective.
• Use of Negative Space: The empty space around design elements (text and images) allows them to “breathe,” making the key components stand out more clearly. This enhances readability and visual appeal.
• Rule of Thirds: Dividing the layout into three horizontal and three vertical sections and placing key elements at their intersections creates a more balanced and visually engaging composition.
• Alignment: Consistent alignment of text and images gives the design a professional, organized look.
• Visual Hierarchy: The most important elements, such as the main headline or slogan, should attract the most attention. This can be achieved through size, color, positioning, and contrast.
• Image and Text Harmony: The image and text should complement each other and communicate a unified message. The image should reinforce the theme of the text and vice versa.
• Size and Scale: Important elements must be large enough to be easily visible, but not so large that they overwhelm the overall design.

For more on strategic placement, read our Guide to Choosing Billboard and Straboard Locations to select the best advertising spots.

Final Note:

In today’s world, outdoor advertising is no longer just about putting up a colorful billboard; it’s a carefully crafted combination of color psychology, design principles, and a deep understanding of audience behavior. Every tone of color, every font choice, and even the spacing between visual elements can shape a customer’s emotions and decisions.

Brands that master this subtle art are the ones that stand out on city streets and stay in the audience’s mind longer.

Following this philosophy, Tamadonehonar Advertising Agency, with its scientific and creative approach, strives to turn every outdoor advertising design into a powerful and memorable experience, one that is not only seen, but felt.