How Many Words Should I Have on my Billboard?
Billboards are largely about imagery, but usually you need some copy to fully convey your message. It can be tempting to include your business name, a list of services you provide, every possible contact method, your business address, down to the zip code, and a quirky tagline. However, this will not help your billboard be effective. When drivers see a wall of text on a billboard, they won’t slow down to read it, their eyes will glaze over it, and they will absorb none of the information. So, this begs the question, how many words should I put on my billboard?
That’s why the industry standard and Meadow’s golden rule for copy on billboards is 7 words or less. You might think that’s too few, that it’s not possible to get a whole message across in only 7 words, but we assure you, it is. Here are several examples of billboards that use 7 words or less, including one that uses only 3 words.
Also, the international fast-food giant McDonald's typically uses this method, allowing their product to do the talking and keeping the copy to a minimum.
Obviously, there are exceptions. Here are a few other examples of great billboard artwork with a few more words than 7. This is not a hard and fast rule, but if you break it, you should have a good reason.
Abiding by this principle is difficult but worth it! We would recommend using imagery, fonts, and the color palette to communicate as much about your brand as possible without using up any of that precious word count. Additionally, having a strong web presence and then directing viewers to your website is an effective way to use billboard advertising to its fullest potential.
If you are still having trouble slashing the word count of your billboard ad, reach out to us! We help all our clients with their billboard artwork free of charge. Or check out our website and social media for other inspiration!
If you are interested in advertising on one of our billboards call us at 800-221-4114 or email us at meadow@meadowoutdoor.com!