Advertising has been one of the most effective ways to promote brands in a market there are several competitors. It allows brands to effectively reach target audiences at a much larger scale than word of mouth. Advertising was not always what it is now, it has evolved so much over the years and currently, brands have multiple innovative options to promote their brand. When executed correctly, advertising keeps brands at the top of customers’ minds, it builds brand value among the consumers. While advertising may sound like a simple term, the psychology behind how it works is fascinating.
Billboard advertising, when someone says advertisements, this is the first thing that comes to people’s mind; Large billboards mounted across various streets of the city.
Ever wondered, how it influences, how it actually works, and what goes on behind the scenes? Without any further delay, let’s just jump right into the details.
While advertising is used by almost every brand these days, only a few stand out and make an impact. So what makes these advertisements stand out? Careful storytelling and advertising psychology went into making these ads. This is what separates good advertising from the bad or unsuccessful ones.
Psychology of visual impact
In a world of constant motion, billboards may be the best form of advertising. It is a powerful tool and when used correctly can help brands make a lasting impression. Unlike other forms of advertising, billboards solely or entirely rely only on Visual appeal in ads. You have got 3 seconds to grab the attention of the audience and that decides the entirety of your advertising campaign. There are various other factors also that affect the overall impact of the advertisement, but that is how long you have got to impress the audience and instil your brand in their heads. So, let us start by discussing the power of first impressions.
1. The power of first impressions
Billboard ads are seen for only a few seconds and mostly while the audience is commuting in a moving vehicle. The human brain can only process visual information 60,000 times faster than text, striking visuals are all you need with a clear and concise message to facilitate a call to action.
Our advice: Make your banners creative, colourful, minimalistic and concise to ensure that they resonate with your target audience.
2. Visual hierarchy: guiding the eye
It’s not just about the colours and text on the banner, the way elements are placed on a billboard decides the impact of the ad. The Psychology of design principles for billboard ads mentions that most of the information especially the important ones such as brand name or CTA should be clearly visible and should be placed prominently across the banner.
Our advice: Use dominant images, ones that are eye-catching at the centre. The text should always be readable from a distance and make the keywords stand out from the rest.
3. The psychology of colours
Colours evoke memories, and emotions, and influence the consumer’s perceptions, which is why choosing the right colour palette is crucial. Aligning brand ideology and guidelines and choosing the right colour palette can subconsciously guide how people feel about your brand. So choose accordingly, based on your offerings and target market. Mixing and matching the colours across various parts of the billboard is crucial to ensure an unmissable ad.
Our advice: Match the colour scheme to evoke trust among the audience. Here is a list of all colours and the emotions they evoke:
- Red: Energy, urgency, passion (great for sales or food brands).
- Blue: Trust, calm, and professionalism (ideal for tech or healthcare).
- Yellow: Optimism, creativity (works for entertainment or children’s products).
- Black/White: Sophistication, simplicity (perfect for luxury brands).
4. The role of the emotional impact in visuals
Humans are wired to respond to emotions before logic, that is why we all crave relationships and value them. A compelling image that tells a story with a relatable character, or a humorous twist that leaves the audience smiling, consider this kind of strategy to make an impact. Analyze your brand goals, target audience, and your ideology, we recommend to choose
- Humour: A clever joke or pun can make your ad memorable.
- Inspiration: Motivational messages or visuals spark positivity.
- Relatability: Showing real-life scenarios builds connection.
5. Simplicity is the key
With just a few seconds in hand to make a long-lasting impression, simplicity wins. A cluttered Billboard advertising design can confuse viewers, considering outdoor advertisements target a wide range of consumer demographics. We only recommend one Golden Rule: Stick to the “6 Words or Less” principle for text.
6. Usage of fonts
Fonts convey personality and affect readability. For billboards:
- Choose sans-serif fonts for better legibility.
- Avoid overly decorative or thin fonts.
- Use consistent typography to reinforce branding.
7. Placement and context matters
The environment where your billboard is going to be located impacts the effective billboard ads. Choosing the right location is one of the most crucial factors that play a vital role in the success of ads. Consider:
- Traffic Speed: Faster traffic demands even simpler designs.
- Surroundings: Stand out by contrasting with the background.
- Target Audience: Ensure the design resonates with the demographics in the area.
8. CTA
Every billboard should have a clear call to action, whether it’s visiting a website, calling a number, or downloading an app. Make the CTA bold, direct, and actionable.
Examples:
- Visit us at 5staradvertising for exclusive deals!
- Call +919740789712 to book now!
9. The role of repetition
Seeing the same ad repeatedly reinforces the message in the viewer’s mind. This phenomenon, known as the mere exposure effect, makes them more likely to recall your brand.
Conclusion
All in all, understanding the psychology behind how advertising works is crucial to establishing a successful one. Billboard advertising is both an art and a science, understanding the psychology of colour, hierarchy, simplicity, and emotional appeal, you can create a billboard ad that stands out and deeply connects with your audience. If you are planning on installing billboard advertisements, partnering with a reliable billboard advertising agency is the key to success.
5 Star Advertising is a leading outdoor advertising agency, based in Bangalore. We offer a range of outdoor advertising services including billboard advertising. Contact us to know more and improve your visibility and brand reach in the targeted markets.
