--- title: "Billboard Design Guidelines & Artwork Specs | Ace of Advertising" description: "How to design a billboard that works: the 7-words rule, contrast, clear CTA & logo placement. Plus artwork specs for the Toowoomba Range digital billboard." doc_version: "1" last_updated: "2026-08-05" --- # Billboard Design Guidelines Great design gets attention. Strong creative drives action. A billboard isn't a website or a flyer. It's a few-second opportunity to make an impact on someone travelling at speed. Studies show drivers spend just 1.6 to 2.4 seconds looking at a billboard, so every element has to earn its place. Follow these seven simple rules and your creative will cut through, stick in the memory, and drive results. Source for viewing-time stat: [Nielsen Out-of-Home Advertising Study](https://oaaa.org/wp-content/uploads/2022/09/Nielsen-OAAA-Poster-Study-2017-FINAL.pdf). ![Example of billboard creative design displayed on the Ace of Advertising digital screens.](/_image?href=%2F_astro%2Fbillboard-design.CfordV98.webp&w=1920&h=1072&f=webp&dpl=dpl_6D9iJ8x7GRmEBuXMsGfKSsv3JGX3) ## The Seven Rules - ### 1. Seven Words or Less + Your headline should be readable in under three seconds. Keep it short, punchy, and unforgettable. If you can't say it in seven words, cut it down. DO: "Toowoomba's Best Burgers. Open Now." DON'T : "Come and visit us for the best locally-sourced gourmet burgers in Toowoomba, open 7 days a week!" - ### 2. One Clear Visual + A single powerful image makes your ad memorable. Use one dominant visual, not a collage. Your image should work with your message, not compete with it. DO: A hero product image with breathing room. DON'T : Multiple small photos or text layered over a busy background. - ### 3. Include a Clear Call to Action + Tell people what to do next. A phone number, a website, or a simple instruction gives your audience a clear step. Research shows billboards drive far more action when paired with a clear CTA. DO: "Call 04XX XXX XXX" or "Visit aceofadvertising.au". DON'T : No contact details and no next step. - ### 4. High Contrast: Light vs Dark + Your text must be readable at a distance and at speed. Always use strong contrast: dark text on light, or bright text on dark. Around 60% of viewers find billboards more attractive when they use bright, contrasting colours. DO: White text on a dark background, or black on white. DON'T : Yellow on white, or grey on light grey. - ### 5. Logo Placement: Visible, Not Dominant + Your logo should be clearly visible but shouldn't take over. Your message comes first; your logo confirms who's speaking. Keep it in a consistent corner. DO: A clear, unobstructed logo in one corner. DON'T : A logo taking up more than ~20% of the creative. - ### 6. Avoid Clutter at All Costs + Every extra element reduces impact. If something isn't essential, remove it. White space isn't wasted; it gives your message room to breathe and be absorbed. DO: Headline + visual + logo + one CTA. DON'T : Multiple headlines, bullet lists, several images, social handles, and fine print all at once. - ### 7. Design for Speed, Distance & Light + Your audience is in a moving vehicle. Your ad needs to work at highway speed, from 100+ metres away, in bright sun and at night. Our P6 high-resolution LED screens use adaptive brightness to display your creative optimally, but the design still has to hold up at a glance. ### Do - Keep your headline to 7 words or fewer - Use one strong, high-quality visual - Include a single, clear call to action - Use bold, high-contrast colours - Keep your logo clear but secondary - Leave plenty of white space ### Don't - Cram in paragraphs of text or fine print - Crowd the layout with multiple images - Make the logo the biggest element - Forget to tell people what to do next - Submit low-resolution artwork - Use low-contrast or hard-to-read colour combinations [Download Free PDF](/aoa-billboard-dos-donts.pdf) ## We Make It Easy to Look Great Not a designer? No problem. Our creative team produces professional, results-focused billboard artwork that follows every one of these rules, so your brand shows up looking its best. ### Supply Your Own Artwork Already have a designer? Supply your artwork to spec and we'll load it for you. Full technical specifications provided on booking. ### Design Package: $800 + GST A one-off creative setup. Professional, on-brand artwork in the correct format. Includes your choice of artwork supply, creative refresh, campaign creative package, or multi-message package. ### Ongoing Creative Support (POA) For businesses who want fresh, relevant creative throughout their campaign. Our team handles everything: seasonal artwork, updated offers, and priority turnaround. [View full Design Package details](/packages-pricing)[Get in touch to discuss your creative](/contact) ## Technical Artwork Specifications Supplying your own artwork? Here are the technical requirements for the Range Gateway Billboard screens: 1Screen Type: P6 high-resolution LED 2Display Area: 4.3m (W) x 6m (H) per screen (25.8m² total advertising area) 3Pixel Resolution: Contact us for the current pixel pitch and exact file resolution 4File Format: High-resolution image or video file (format confirmed on booking) 5Ad Duration: 10 seconds per rotation 6Submission Deadline: At least 2 business days before campaign commencement Not sure your file meets spec? Send it to hi@aceofadvertising.au and we'll check it for you. ## Sitemap See the full [sitemap](https://www.aceofadvertising.au/sitemap.md) for all pages.