SIGNAGE
The art and science of signage employs a different set of principles than other print media. The headline or 'hero graphic' must communicate instantly to grab the attention of the viewer and 'draw them in' to read more.
In the case of a billboard that will often be viewed for no more than a second or two, the entire message must be absorbed and processed with a single glance. This includes the headline premise, the product benefit/s and the branding.
Information boards can be more verbose, but must still communicate succinctly and ultimately drive the 'call to action'.
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