Much like the business card, a billboard is “one-shot” advertising. You hope to catch the attention of a driver speeding by. The message must be clear enough to comprehend quickly, but powerful enough to stick in the mind.
Recently a project came across my desk for new billboard. The previous designer had included a whopping total of 22 words in their design. 22?!?!?! How am I possibly going to take in that much information while driving down the road? Is the designer responsible for any auto accidents that may occur because drivers had to hit their brakes to take in all the information?