Zac Mroueh on Font Size and Good Design

Insider is reading Open3, a book on out of home advertising design which was given to Lookout2017 attendees.  The book highlights outstanding out of home campaigns around the world and interviews out of home creative offices at agencies.   Zak Mroueh, Chief Creative Officer and Founder of Aulu Alpha Kilo has two tips on out of home design:

“My biggest pet peeve with OOH is poorly crafted typography that can’t be read from a distance.  Years ago, I saw an execution that impressed me with its clarity and readability…I decided to calculate its character count.  The magic number? 22.  Ever since I’ve imposed this simple formula in our studio.  For a standard 10 x 20 ft billboard, if you count a maximum of 22 characters across from left to right, including spaces, it will always be readable.”

“If mathematics isn’t your strong suit, there’s another technique that never fails: whatever the art director designs, make it 25% bigger. ”

Open3 was published by OAAA, FEPE International, Home Marketing Association of Canada, Outsmart UK and Outdoor Media Association Australia.

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