Distance and legibility matter most when it comes to billboards. They’re mostly experienced by the drivers that are passing by it. As a billboard designer, I’m constantly watching the billboards and really trying to experience them as if I’ve never seen them before.

I think it would be very important to mention the speed limit on the photosheets of our locations. The reason is:

• If traffic is going around 30mph, they have the most time to really experience the design. If the location is in downtown, it actually adds value to it because they’ll have longer time to enjoy it.
• If traffic is going around 50mph, you’re going to want to simplify the message a little bit, so that you can still say what you need in a more timely manner, because it’s getting a little faster.
• If traffic is going around 70mph on the highway, they’re passing that billboard quickly. Billboards that are in 70mph zones must be very simple to understand, as drivers are more hesitant to looking at them while driving at this fast speed.

Any thoughts about putting speed limit information on the photosheets? I genuinely think it’s something I never see and that would be great information for advertisers so that they can focus on building their creative to these expectations.

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