Designing for the Glance: Best Practices for Out-of-Home Advertising

Out-of-home (OOH) advertising surrounds us — on taxis, buses, billboards, buildings, and everywhere in between. But while it’s one of the most visible forms of media, it’s also one of the easiest to get wrong. Why? Because many marketers design for screens, not streets.

A recent example shared by Sarah Ahmad on LinkedIn captured this problem perfectly:

This single observation brings us to the core principle of effective OOH:

If your audience can’t absorb your message in a glance, the ad isn’t working.

Here are six best practices to make sure your outdoor campaigns land — not just look good.

1. Design for Seconds, Not Minutes

OOH is interruption-based media. No one is waiting for your message. You have 2–3 seconds to get your point across.

                •             ✅ Do: Use one clear message or CTA

                •             ❌ Don’t: Overload with benefits, body copy, or legal disclaimers

2. Use Big, Bold Typography

Tiny, elegant fonts get lost in motion and daylight.

                •             ✅ Do: Use large sans-serif fonts that are easy to scan

                •             ❌ Don’t: Use light or script fonts, especially over busy backgrounds

3. Prioritize Contrast

Low contrast kills readability. No matter how good the design is, if it lacks contrast, it won’t get noticed.

                •             ✅ Do: Use white on dark backgrounds or black on light ones

                •             ❌ Don’t: Overlay text on complex imagery or gradient backgrounds

4. Reduce Visual Clutter

More design elements ≠ more impact. Keep it clean.

                •             ✅ Do: Use one dominant image or icon

                •             ❌ Don’t: Jam in multiple logos, products, taglines, or textures

5. Context is Everything

A design that works in the subway may fail on a moving vehicle. Know where your ad will live and how it will be seen.

Format	Viewing Time	Design Style
Billboards	2–3 seconds	Ultra-simplified
Taxis/Buses	Glimpse in motion	Bold, large font
Metro ads	10–30 seconds	More info possible
Elevators/Lifts	15–60 seconds	Looped visual storytelling

6. Test in Real-World Context

Before going live, shrink it. Blur it. Mock it up on the actual surface — on a cab, a roadside pole, or a metro panel. See how your audience would view it in a glance.

In Closing

The example Sarah Ahmad shared isn’t a failure of effort — it’s a failure of context. A reminder to all of us that OOH isn’t a gallery. It’s a fleeting moment — and your design has to be ready for it. When you design for the street, don’t just ask, “Does it look good?” Ask, “Will it land in a glance?”.

If you want to make an impact on the street, and grab attention reach out to us at info@garage366.com