June 7 2024
DESIGNING FOR OUT OF HOME WITH D&AD
Out-of-home (OOH) advertising is a key part of my design work, but I’m always looking for opportunities to learn more. That’s why I jumped at the chance to take D&AD’s free course, Creating Impact with Outdoor Advertising with Global. Here are my key takeaways:
THE POWER OF OOH
OOH is the purest form of advertising. If you want to distill a brand to its essence, you create a poster. There’s something powerful about seeing your design in the real world - on a billboard or bus stop - compared to a phone screen. Plus, OOH reaches everyone. It’s unavoidable and enduring.
But are we approaching it correctly, or just adapting digital designs?
WHERE TO START?
While many campaigns begin with a digital visual, Global recommends starting with the billboard. It’s a simple, high-impact format that forces you to focus on your core message. Keep it brief—most people only have a few seconds to take it in.
STRUCTURING THE MESSAGE WITH INTENTION
Before designing, ask yourself:
What’s the campaign’s core objective?
Why use OOH?
Is it brand or product messaging?
How will you make it famous?
OOH succeeds when it captures attention, making people stop, snap photos, and share. In 2021, 52 million people in Great Britain saw outdoor ads weekly, reaching about 80% of the population.
CRAFTING THE NARRATIVE
Great OOH tells a story and evokes emotion. The key is making the opportunity feel unmissable. Here are six strategies for impactful OOH:
Newness – Something unexpected grabs attention.
Outrage – Tap into frustration for emotional engagement.
Conviction – Share a widely felt but unspoken belief.
Mischief – Playfully break the rules for viral potential.
Memes – Create fresh cultural references.
Beauty – Design something visually arresting.
UNDERSTANDING THE PHYSICAL CONTEXT
Simplicity is key. The more cluttered the ad, the less effective it is. Every element must serve a purpose. Mock-ups help visualise the scale of OOH and make the experience more tangible for clients.
BRINGING IT ALL TOGETHER
OOH is one of the toughest formats to master, but also one of the most rewarding. There’s nothing like seeing your design in the real world. I love spotting projects I’ve worked on in the wild. Check out a few of my favourites below, and feel free to reach out if you have any questions!
