Tips on Designing a Billboard/ Banner from the Big Picture, October 2002 issue

Job Planning

• Clearly communicate your requirements. To help your print provider suggest the most cost-effective and suitable materials for your job, provide answers to these questions: For what length of time will the graphic be posted? Will it be reused in the future? How will the graphic be displayed and lighted? What are the exact dimensions of the graphic? What elements will it be exposed to? Wind? Humidity? Sunlight? Cleaning Solutions? What are you expectations in terms of turnaround? If you are doing a vehicle wrap, supply a photo of the actual vehicle to be wrapped, so the print provider can be aware of potential problems such as peeling paint or a license plate on a different side of the vehicle than shown in the template.
• Check how your design will look enlarged. Some print providers will supply a perspective photo that enables you to see how your design will look on a billboard or vehicle. It helps to include a person in these perspective photos.

Design Considerations

• Limit the amount of text. Ask your client to list the three most important elements to emphasize in your design. Try to keep text to no more than 6 to 8 words.
• Use the appropriate size letters. Ask your printer provider to suggest what size the lettering needs to be for different types of signs and viewing distances. Also, avoid type smaller than a few inches on window graphics because the perforations in the vinyl will make it difficult to read.
• Use legible type. Avoid all caps and inappropriate capitalization and script, extra-bold, super-thin, or bulky types. Kern individual letters widely enough to keep them from merging together when viewed from a distance. Provide good contrast between background and text. Positive letterforms are easier to read than reversed or light text.
• Avoid stacking lines of type on outdoor ads. If you must stack, use plenty of leading.
• Don't skimp on bleed for transit graphics. Installation can proceed more smoothly if the installer has some latitude in making the graphic conform to corners and ridges.

Job Submission and Approval

• Ask your vendor to supply file-preparation guidelines in writing. Take extra care to make sure your files are set to the correct specifications for final usage. One or 2 in. can make a huge difference in how the graphic will look when installed.
• Use a preflight program to check for potential prepress problems before you deliver the file to your service bureau. The programs can be set up to match the requirements established by your print provider.
• Proof on the actual device and materials. To see how colors will reproduce on the large-format output device and substrates that will be used for your final graphics, ask for a test run of the file at half size or a test run of smaller image patches from the larger file. Expect to pay extra for this service, but the proof will provide a much more accurate indicator of what you can expect from your final job than a scaled down 11 x 17 in. proof printed on desktop inkjet.
• Hang a full-size proof on the wall and view it from the appropriate distance. If this isn't possible, view the proof from a proportionately equivalent distance.