Billboards should be concise. Make a point in seconds. A billboard usually doesn’t need a phone number, doesn’t need an address, might need a web address (probably not). Here’s a great post on a billboard campaign for an Irish pub:
A few weeks back I read the story of the poster created by the British government just as war with Germany seemed inevitable. There have been several versions of the poster that others have created including one of my favorites “Get Excited and Make Things.”
One of my best friends, says when things get tough, “Just remember, breathe deeply and drink heavily.” Get yours and take a deep breath.
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Here we go, I’m going to give my first piece of advice: if you’re going to hire a designer to do your marketing materials, logo, website, etc, let them do their job. How many times have you taken your car to the mechanic and started telling them how to work on your car? Thing back to your last doctor visit…did you tell your physician how to diagnose you or conduct the exam?
A great designer has years of experience, more than likely has studied in college to learn his art and craft, if very thoughtful when working on a design. A great designer will fully study the options, your competition, and your client/target audience when they begin to develop a design for your organization. Give the designer a brief that describes what you want to achieve with the brochure/logo/website/catalog/etc. and let them do their job.
Too often there is a tendency to micro-manage the design process and to back the designer into a corner with so requirements that they can’t fully vet the design proecess. If you want to dictate every step of the process, you don’t need a designer, you need a production artist.
Here’s what marketing expert Seth Godin had to say about Working with a Great Designer
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