Let's breakdown the elements to an effective out-of-home ad and give you the tools to design your own.
We break down the non-negotiables in making the perfect ad to give your campaign the best chance.
When it comes to creating effective out-of-home (OOH) advertising, especially on transit media like bus advertising, taxi advertising and light rail advertising, there’s one golden rule: simplicity sells. But let’s go beyond the slogan.
What actually makes a bus ad unmissable, memorable, and, most importantly, effective?
Real Dairy – Protein Cheese
Let’s take this campaign for Real Dairy Australia’s Eat Lean Cheese; this was designed in house at GoTransit by one of our talented Graphic Designer’s Lucy Neil.
Let’s breakdown how this transit ad ticks all the right boxes:
Product Visibility
For product-based brands, visibility matters. We encourage putting your product front and centre, helping consumers instantly recognise it when they’re walking supermarket or other retail aisles to compete with your competitors. It’s not just a visual; it’s a memory trigger. That’s essential when competing for attention in crowded retail environments.
Strategic Use of Brand Colours
Sticking to a tight colour palette that mirrors brand identity does more than just make things pretty. It boosts brand recall, communicates consistency, and catches the eye, especially when your ad is in motion. According to a 2024 report by Reboot, consistent use of brand colours can increase brand recognition by up to 80%. Check out their brand colour quiz below to test out colour theory yourself!
A Logo That Shouts
Your logo shouldn’t be shy. Unless your brand can be recognised by strong branding elements (e.g. golden arches), give your logo space to make an impact. A bold, clear logo makes sure viewers know who you are in a split second.
Emotion Invoking Imagery
People don’t just look at ads, they can feel them. Whether it’s hunger, joy, excitement or fear; emotions are what makes ad stick. Real Dairy Australia uses the stretch of cheese and perfectly golden bread to induce cravings and drive interest.
Emotional response is powerful. Data collected by the Institute of Practitioners in Advertising (IPA) revealed that purely emotional campaigns performed twice as well as those using rational content alone.
Keep the Message Focused
No one’s reading an essay on the side of a bus. A strong, short message wins every time. “Game Changing Protein Cheese” tells you what the product is and why it matters in just four words. That’s the power of clarity in transit advertising messaging. In fact, the Outdoor Media Association notes campaigns with seven words or less on average produce 1.5X the recall of eight or more words.
Typography That Stands out & Font Discipline
Thin fonts can disappear into the chaos of a moving environment. This ad goes bold, using high-impact typography to ensure every word is legible, fast.
More fonts don’t equal more fun. Limiting the design to two font styles keeps it clean, professional, and consistent. It also helps prevent visual clutter, allowing your brand message to shine through across bus advertising or taxi wraps.
One Direction (No, Not the Band)
A single, clear call-to-action tells your audience exactly what to do next. No guesswork, no hesitation. Whether it’s visiting a site or following on social, one CTA = maximum clarity. Strong CTAs are crucial in OOH advertising campaigns.
Less is More with Contact Details
It’s tempting to include everything, but resist! One contact detail is all you need. Pick your priority: website, Instagram, or phone number and stick with it. Our own research found that 40% of people who see transit advertising will search for the brand online regardless on which contact detail you choose. So, make sure your digital footprint is ready for them.
Every design decision from colour palette to call-to-action is an opportunity to turn heads, spark curiosity, and drive real-world engagement. In the fast-paced world of transit advertising, clarity and creativity go the distance.
Looking to get your brand on the road with high-impact bus advertising or light rail campaigns? We’re here to help.
Follow us on our socials for updates on how we’re driving meaningful change through Out-of-Home advertising.
Sources:
- 40+ Branding Statistics Every Small Business Should Know
- IPA | The power of emotion
- Out of Home’s strengths
- Flight Centre – GoTransit
Have a question about something in this story?
Send us a message or have a chat to our friendly team.
Get in touch
