Stopped at a billboard company's office in Phoenix last month and noticed something odd about their mockups

I was there to drop off some specs for a campaign we were planning. The creative director walked me through their digital mockup wall, and every single billboard they showed had the exact same font size regardless of the speed limit on the road. I asked about it and he said they never adjust for how fast people drive past. Seemed like a huge miss to me. Anyone else run into shops that ignore viewing distance in outdoor?

2 comments

2 Comments

sarah_mason4d ago

Gotta push back here. If you're driving 65 mph past a board, you need big bold letters, sure. But for a 25 mph residential street, people have time to read smaller text and more info. A one size fits all approach isn't the worst thing - it keeps costs down and design simple.

hayes.joel4d ago

Push back even harder here @sarah_mason. People on residential streets are distracted by kids pets phones and everything else. Bigger text catches their eye faster and makes the message stick even at 25mph.