How to Make Billboards More Memorable

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“How Do You Make a Billboard Memorable?” Here’s the Truth.

If there’s one question we get asked a lot by clients at Whistler Billboards, it’s this: “How do you make a billboard really stand out?”

It’s a fair question. We're bombarded by thousands of messages a day, making a single, static (or digital) billboard unforgettable might seem like an uphill battle. But the truth? Memorability isn’t magic—it’s strategy. And we’re pulling back the curtain on exactly how we do it.

Following up on our last post about using science to capture attention, this Friday Feature explores the science, psychology, art, and technology behind billboards that don’t just get noticed, but get remembered.

1. Simplicity Wins: Less is Always More

Billboards are a “blink-and-you-miss-it” medium. Research shows drivers spend about 6 seconds or less viewing a billboard[1]. That means complexity kills. To be memorable:

  • Use 6 words or fewer.
  • Choose one focal image.
  • Make your message crystal clear, even at 70 mph.

Why it works: Cognitive fluency, when a message is effortless to process, it sticks. Your brain likes things it can understand quickly.

2. Bold Visuals Drive Recall

Humans process visuals 60,000 times faster than text[2]. That’s why stunning imagery is often the anchor of a memorable billboard.

Tips for visual impact:

  • High-contrast colors
  • High-resolution digital output
  • Visual metaphor or unexpected imagery

Visual storytelling = memory. Think of Apple’s early iPod silhouettes: simple, striking, unforgettable.

3. The Power of One Big Idea

The most iconic billboards hang on one clean, focused message.

Whether it’s:

  • “Got Milk?”
  • “Save Big. Shop Local.”
  • “We Buy Ugly Houses”

...the brilliance is in the simplicity. One thought. One action. One takeaway.

4. Emotional Anchoring: Feel It to Remember It

Emotion drives memory. If your billboard can make someone laugh, smile, cringe, or gasp—you’re halfway to the win.

Emotionally charged ads:

  • Are recalled more frequently
  • Drive more post-viewing actions
  • Increase brand favorability[3]

Don’t be afraid to be funny. Or bold. Or even a little controversial.

5. Contextual Relevance Matters

What works in Dallas won’t necessarily work in Des Moines. Great billboards tap into location relevance.

Examples:

  • Hyper-local references (e.g., "Keep Austin Weird")
  • Weather-triggered messaging
  • Local slang, events, or sports tie-ins

Real-time relevance is possible with digital billboards and API-triggered content. It turns "interesting" into unignorable.

6. Interactive & Tech-Enhanced Boards

Interactive digital billboards boost engagement and recall dramatically.

Options include:

  • Live countdowns (sales, holidays, events)
  • QR codes for discounts or downloads
  • Location-based geofencing offers
  • Real-time polls or user-submitted content

Tech gives you a second chance at the first impression.

7. Repetition Reinforces Recognition

Just like catchy jingles or slogans, seeing the same message more than once matters.

  • Route repetition increases ad recall by over 40%[4]
  • Sequential storytelling across multiple boards builds brand narrative

Consistency beats saturation. Don’t change the core message—amplify it.

8. Use Unforgettable Typography

Billboard type must be:

  • Large
  • Legible at speed
  • High contrast

Stick with bold sans-serif fonts. Keep kerning tight but readable. Avoid novelty fonts that distract more than delight.

Design tip: Test your design by squinting. If it reads clearly, it works.

9. Brand Consistency Builds Equity

A brilliant billboard that doesn’t reinforce your brand is a lost opportunity. Build recognition by:

  • Keeping logo placement consistent
  • Using brand colors and tone
  • Aligning messaging across web, print, and radio

It’s not just about being seen. It’s about being remembered as you.

10. Break the Mold: When in Doubt, Disrupt

Some of the most unforgettable billboards break rules on purpose.

  • 3D cutouts
  • Interactive touchpoints
  • Humorous or shocking one-liners
  • Empty boards with only a URL

These boards don’t blend in—they interrupt. And interruption fuels attention.

🎯 Billboard Memorability vs. Other Advertising Mediums

Why Billboards Stand Out

  • 86% of consumers recall seeing an OOH ad — more than TV, radio, print, or digital ads. (source)
  • 82% of adults remember OOH ads from the last 30 days. (source)
  • 73% of people view digital billboards (DOOH) favorably — higher than TV (50%) or social media (48%). (source)
  • 76% take action after seeing a digital billboard — visiting a store or purchasing. (source)

📊 Comparative Recall Rates

Advertising Medium Consumer Recall / Favorability
Billboards (OOH) 86% recall
Digital Billboards (DOOH) 73% favorable view
Television 50% favorable view
Social Media 48% favorable view
Online Ads 37% favorable view
Radio 32% favorable view
Print 31% favorable view

Key Takeaways:

  • High Recall: Billboards dominate recall rates.
  • Positive Perception: People like seeing billboards more than other ad types.
  • Action-Oriented: They drive real-world behavior.

Great Billboard = Sticky Story

Memorability isn’t about gimmicks. It’s about clear design, emotional connection, and consistent brand storytelling.

When someone asks, “How do you make a billboard memorable?” the real answer is:

You respect the medium, speak to the human, and design with intent.

At Whistler Billboards, we’ve been helping brands do exactly that for years. Whether it’s your first board or your hundredth, we’re here to help make sure you’re not just seen—you’re remembered.

Ready to be unforgettable? Let’s start designing.

Sources

[1] Arbitron National In-Car Study: https://oaaa.org/wp-content/uploads/2022/03/Arbitron-Study.pdf [2] 3M Corporation Visual Systems Division: https://multimedialearningllc.wordpress.com/2012/07/17/study-people-process-images-60000-times-faster-than-text/ [3] Institute of Practitioners in Advertising (IPA) - The Long and the Short of It: https://ipa.co.uk/knowledge/ipa-publications/the-long-and-the-short-of-it/ [4] Nielsen OOH Advertising Study: https://www.nielsen.com/us/en/insights/report/2019/nielsen-ooh-advertising-study-2019/

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