HOW TO CREATE BILLBOARDS THAT TELL STORIES IN JUST SECONDS
How to Create Billboards That Tell Stories in Just Seconds
In a world saturated with visual stimuli, capturing the audience’s attention with a powerful and memorable message is a major challenge. Billboards are one of the most effective tools to stand out in such a scenario, but the real magic happens when these ads manage to tell a story in just a few seconds. How can you turn a simple billboard into a narrative that captivates, moves, and engages your audience? Let’s explore strategies for creating billboards that go beyond simple advertisements and transform into unforgettable stories.
1. Start with a Clear Central Idea
The key to telling a story quickly is having a clear and concise central idea. In just a few seconds, the audience needs to understand what you want to communicate. Rather than trying to convey multiple pieces of information, focus on one strong idea that will serve as the core of your story.
Example: In a billboard for an environmental preservation campaign, the central idea could be “Nature is calling for help,” accompanied by an image of a partially destroyed tree. This simple yet impactful message communicates the urgency of the issue without needing further explanation.
2. Use Powerful Images
Images have the power to convey a large amount of information in a short amount of time, so choosing the right image is essential to telling your story. The best images are simple yet evocative, capable of sparking emotions and instantly connecting with the audience.
Example: For a charity campaign, an image of a smiling child receiving help, like a handshake, can convey a story of hope and solidarity in just a fraction of a second.
3. Less Text, More Impact
On a billboard, the text should be reduced to the bare minimum. There’s no time for long paragraphs or detailed explanations. The secret is to be direct and to the point. Use short phrases and emotionally charged words that harmonise with the image.
Example: A film billboard might use a short phrase like “The end begins now,” alongside a mysterious image. This creates curiosity and grabs the audience’s attention, pulling them into the story instantly.
4. Harness the Power of Suspense
Creating a sense of mystery can be an effective way to tell a story on a billboard. Use provocative phrases or images that leave something to the imagination, allowing the audience to complete the story in their mind. Suspense generates curiosity and draws people to the billboard to learn more.
Example: Imagine a billboard for a new tech product. The phrase could be “The future is almost here…” with an image showing only part of the device, leaving the rest to the viewer’s imagination.
5. Emotional Appeal
One of the most effective ways to tell a story in seconds is to evoke emotions in the audience. Whether you want to inspire, provoke, entertain, or move, emotions have an incredible power to capture attention and create an immediate connection with the public.
Example: A cosmetics brand could use an image of a woman looking at her reflection in the mirror, accompanied by the phrase “Rediscover your beauty.” This simple image and phrase are enough to tell a story of self-esteem and empowerment on a billboard.
6. Combine Visual and Textual Elements to Create Connections
The combination of visual elements and text should be done in a way that creates a cohesive narrative. Colour, typography, contrast, and visual rhythm help guide the viewer’s eyes and reinforce the story you’re trying to tell. The text should not only be read but should integrate with the image and reinforce the message.
Example: For a mental health billboard, an image of a person in a serene environment, with a phrase like “Breathe. Begin again.” could be accompanied by a soft and calming background, conveying the idea that it’s possible to take the first step towards overcoming difficulties.
7. Present a Beginning, Middle, and End
Even in a billboard that lasts only a few seconds, you can suggest a narrative structure. The “beginning” could introduce a problem or situation, the “middle” could present the solution or action, and the “end” could show the transformation or outcome. This creates a sense of closure and satisfies the human need to resolve stories.
Example: A billboard for a streaming service could show someone bored on the couch (beginning), with the phrase “Tired of dull options?” (middle), followed by a logo and the message “Discover a new world of entertainment” (end). In just a few seconds, the narrative is complete.
8. Use Cultural or Contextual Elements
Sometimes, a billboard can tell a richer story by leveraging cultural or contextual elements that the audience already recognises. This helps accelerate the understanding of the message, as the audience already has a prior understanding of certain symbols or situations.
Example: A billboard with an image of someone holding a mobile phone, accompanied by the phrase “In the palm of your hand,” can be quickly and effectively interpreted, suggesting ease and accessibility—something relevant in today’s context.
Telling a story on a billboard doesn’t mean turning the space into a book or film, but rather conveying a message that captures the audience’s attention and avoids banality. By using a combination of powerful images, impactful text, emotional elements, and a touch of mystery or humour, you can create billboards that, in just a few seconds, tell a story capable of generating lasting memories.
Have you ever seen a billboard that managed to tell a story in the blink of an eye?
For more information, visit intelioutdoor.com
Share:
