the suitable usage of font at billboard to delivered message for driver at plus ayer keroh
TRANSCRIPT
The suitable usage of font at billboard to delivered message for driver at PLUS Ayer Keroh.
Issue : Advertising Billboard
Problem : Font
Direction : The suitable usage
Respondent : Driver
Location : PLUS Ayer Keroh, Melaka
Introduction
Billboard is a panel for the display of advertisements in public places, such as
alongside highways or on the sides of buildings. In other words billboard is the
common term used to describe a type of outdoor advertising found along
major highways. And it is important because there included in the largest
business strategy and planning for display product or services of the
company.
This study focuses on the effectiveness of a billboard to delivered message by
choosing the suitable usage of font for driver. There have three main factors
cause the problem for driver who hard to read the message at billboard which
is the suitable usage of font, the size of font, and it also has the wrong chosen
of color. These main factors are related to make the billboard give big impact
to delivered message of the product or service displayed effectively draw the
eye of driver at highway.
3
Hopefully, with the findings of this research will give valuable information for
students, future researchers, lecturers, and also for designers itself as their
guide or references to get better understanding the characteristics of billboard
design.
Background of the problem
Billboard ads are large advertisements displayed on structures in public
places mostly at the highway or the side road. It also viewed quickly because
generally the vehicles going over the limit speed. That’s why it is important the
message of the billboard must clear, simple and easy to capture as quick as
possible. Today there have a problem to understand the message on the
billboards especially driver who are audience at the highways.
Billboards are always used word or lettering to send the message. It is
important to choose the suitable type of font to display on the billboard. If
wrong usage of font will make the driver hard to read and understand the
message stated on it. This will shows that the advertisement had failed to
attract people of the promotion on the billboards.
Other than that, the suitable usage sizes of font are important to attract driver
to read the billboard from far distance with fast speed. They have limited time
to see and understand the message. If the words are too small it will make
difficulties for them to read the message.
4
The contrasting color between massage and the background of the billboards
are important. The color will be as attraction but if the scheme color are
mostly the same with the background color it will make the message not clear
to read such as red and orange. It is also important that the chosen of color
must be suitable with the surrounding of the place where the billboards are
display.
If this problem continuously for the future, there will be shows that the
advertising billboard will be failed for outdoor advertisement to give impact for
advertising in this country. There should be the best ads to attract driver about
the promotion effectively with the message and information stated on the
billboards.
Problem statement
1. Is the problem of current interest?
The difficulties to understand the message of the billboard had been long time
problem and it is still continue until today with the same problem.
2. Is the problem likely to continue into the future?
The problem of this issue will be continue if there no action taken from
designers of billboards design.
5
3. How large is the population affected by the problem?
The size of driver that affected with the problem is huge because there are big
numbers of user of PLUS Ayer Keroh in every day.
4. How important, influential, or popular is this population?
The drivers are the important population because some of them had familiar
at PLUS Ayer Keroh. They are also the frequently user at the highway.
5. Would this study substantially revise or extend existing knowledge?
These studies are substantially from reverse existing knowledge of the
problem at the billboards design.
6. What are the variables?
In the independent variable there have background factor and main factor. In
background factor there are related with the respondent which is gender, age
and experience. In main factor have three which is type of font, size of font
and color. Meanwhile in the dependent variable include the effectiveness to
delivered message at the billboards.
7. What will be measured?
The research wants to measure the suitable usage of font at billboard to
delivered message for driver at PLUS Ayer Keroh.
6
8. What relationships will be examined?
The relationship between independent variables and dependent variables are
examined. The background factor of the respondents and the three main
factors would be considered to examine. Thus these factors leads to achieve
the objective to identify the suitable usage of font to delivered message at
billboards.
9. What is the population? What is the sample?
This study was focused on the population of drivers include motorist, car
driver, bus driver and lorry driver.
The problems of this advertising billboard are still continuing today and it
could be still the same in the future. It is because the designer of the
billboards design is not taking any action to improve the quality of design. By
the end doing this research to the respondent of drivers it can help designers
to analyze the effectiveness of the billboards design towards the driver at
PLUS Ayer Keroh. The research also wants to find the relationship between
the background factor and the main factor of the problem towards the
effectiveness to deliver message at the billboards as well as to find the best
suitable usage of font at billboards design. Thus, with the findings in this
research will be the answer to improve the same problem from continuing until
the future.
7
Objective of the Research
The objective of this research is to identify the suitable usage of font or
lettering at the billboard to delivered message effectively for driver at PLUS
Ayer Keroh. In addition, this research also want to determine the best usage
of font, size of font, and color at the advertising billboard design that can
attract driver to read it fast and get the message.
Research Questions and Hypotheses
This is the following research questions:
1. Can be the usage type of font make the driver hard to read the message at
the billboard?
2. It is the size of font is the problem to understand the message?
3. It is the font or lettering colors at the billboard are suitable?
Based on the research question, the following hypotheses will be tested in this
study:
H1: More simple type of font is more easily for driver to read it and understand
the message in few seconds.
8
H2: More big bold font have more easier to read at a distance and get more
attraction to read it from odd angle.
H3: More contrast color at the lettering of the billboard has more attention to
read the billboard.
Significance of the study
The purpose of this studies are conducted to get better understanding the
characteristics of billboard design that give big impact to readers. In addition,
the research wants to identify the suitable usage type of fonts, size of font,
and colors for billboard design at road or highway. Other than that, these
studies want to find the effectiveness to delivering information or message to
driver by advertising billboards. The study will show the effectiveness design
of a billboard that can give big impact for reader’s especially for driver to get
the message.
Thus, the findings of this research would provide significant and valuable
information for students, designers, and for the person who want to be a
professional billboards artist as guide and references from doing the same
mistake.
9
Scope
The focus group of people on this study is drivers around the PLUS Ayer
Keroh, Melaka. They will be randomly selected based on type of
transportation that they drive on the highway such as motorist, car driver, bus
driver and lorry driver. This selected respondent will be answer the given
questionnaire provided.
Limitation
In this study, it will be focusing on the three main factors which are types of
fonts, size of font, and colors at billboard design. The kind of research
proposed in this study was collected by surveys on the questionnaire. Other
than that, the data collections of this research are done in short period of time.
The respondent of the study will be focused on 30 people only. The
respondent in this research is drivers at the highway such as motorist, car
driver and bus driver.
Last not list, the data collected based on the experience of the respondent so
that it is important to find evidence and facts from the professional people
about this issue to get the best and absolute answer.
10
Literature Review
The suitable usage type of font is important because if there have wrong
choose type of font at the billboard will make the driver hard to understand the
massage. The drivers only have an average in 7 seconds to read the
billboard. The best chosen type of font is a thick letter styles or bold letter are
more effective than thin and fancy fonts. Avoid from use too stylish lettering
because it will make the readers hard to read the message. (Selena McIntyre,
2009).
This show that billboard should use type of font that make the driver easier to
read and understand. It is better used the fancy script font and bold type of
font. The most important is that do not use too stylish fonts that can make the
readers confused to read the message. The usage of uppercase font and
lowercase letters are more effectiveness to attract the driver to read and
understand the message easily.
Other than that, the size of font at the billboard is also very important. Your
copy must be big and clear in order to be read easily. A good general rule for
the copy sizes is make your name at least 3 feet tall, and the rest of the copy
at least 2 feet tall. Other than that, there are many type fonts had created with
creative style but for font to put on the billboard the most important thing that
make sure that the words can be easily read quickly. (Selena McIntyre, 2009).
11
The usage large size of font also important to make sure the billboards can be
seen at far distances and the word can be easily read at the fast speed. The
driver has the limited time to see and understand the message at billboard
when driving especially on road or highway.
However, the suitable usage of color is also important to have the good color
contrast and combination from far distance. The usage of contrasting colors
like yellow and black or red and white is the best choice. Do not use colors
that are similar to each other like blue and purple or orange and red because
it will be hard to see two different colors from a distance. One color rule is to
contrast the background and the copy, lettering. For example, if your
background is dark, use light copy and vice versa. Don’t put red copy on an
orange background because these colors are too similar you will never see or
be able to read the text (Selena McIntyre, 2009).
The color will be as attraction to look the billboard and the readers more
understand and clear on what info or massage that want to tell. There should
be choosing the suitable color that can contrast the letter and the background
of the billboards. For example on advertising billboards purposes, red is
considered a dark color so that it should not be used with other dark color for
background like black but the best color can contrast red is yellow.
12
Methodology
1. What was the design of the research?
The research will be base on quantitative research.
2. Who were the subjects or respondents?
The respondents of this research will be a driver such as motorist and car
driver.
3. How were the subjects/respondents selected?
The respondent of this study will be selected randomly of 30 people around
PLUS Ayer Keroh.
5. What are the instruments used
The instruments used in this research based on the questionnaire. The
questionnaire consists of two parts A and B. Part A contain of the general
information about the respondent. Part B contain of the three main factor of
the problem which is type of font, size of font and color.
5. Were the instruments adapted from previous study or newly
developed?
The studies were adapted from previous study of designer of the
characteristic in the billboards design.
13
6. What sequence of events did you follow when you collect the data?
The data are done at the PLUS Ayer Keroh by selected the respondent
randomly who are drivers at the highway and they will be answering the
questionnaire provided.
7. What were the steps in the data analysis?
The data will be analyzed by observation when the respondents answer the
questionnaire. After all the data had been collected it will be concluded the
overall of the finding in chart or table to get a clear results.
14
References
1. Selena McIntyre, (2009). Billboard Advertising Works! Retrieved 5 March 2011, from http://ezinearticles.com/?Billboard-AdvertisingWorks!&id=3103198
2. Selena McIntyre, (2009). Billboards Basics. Retrieved 2 March 2011, from http://ezinearticles.com/?Billboards-Basics&id=3075475
3. Selena McIntyre, (2009). Billboard Design Rules That the Pros Forget. Retrieved 10 March 2011, from http://ezinearticles.com/?Billboard-Design-Rules-That-the-Pros-Forget&id=3016756http://www.bpsoutdoor.com/blog/?p=28
4. Selena McIntyre, (2009). Designing Effective Billboard Advertisements.
Retrieved 10 March 2011, from http://ezinearticles.com/?Designing-Effective-Billboard-Advertisements&id=2904408
5. Kimberly J. Kelly, (2010).Billboard Marketing for Cosmetic Dentists - Are You Making These Costly Advertising Mistakes? Retrieve 10 March 2011, from http://ezinearticles.com/?Billboard-Marketing-for-Cosmetic-Dentists---Are-You-Making-These-Costly-Advertising-Mistakes?&id=4999910
6. Dana Hinders, (2003). What is billboard? Retrieved 9 March 2011, from http://www.wisegeek.com/what-is-a-billboard.htm
7. Jennifer Brister, (2010). How to Design a Billborad Sign. Retrieved 27 February 2011, from http://www.ehow.com/how_6122939_design-billboard-sign.html
8. Warren Allan Johnson, (2007). Billboard Basics: Six Rules of Thumb for Creating Oytdoor Advertising. Retrieved from 14 April 2011, from http://www.unsolicitedmarketingadvice.com/2006/11/07/billboard-basics-six-rules-of-thumb-for-creating-outdoor-advertising/
9. Anonymous. The Top 5 Billboard Advertidsing Mistakes. Retrived 9 March 2011, from http://www.wheelsamericaadvertising.com/billboard-advertising-1.html
10. Anonymous. Billboard. Retrieved 8 April 2011 from http://www.answers.com/topic/billboard
15
Appendix
The suitable usage of font at billboard to delivered message for driver at PLUS
Ayer Keroh.
We would be appreciative if you could kindly complete this questionnaire, which is a
requirement for Research Methodology (RMD 577) course.
PART 1: Demographic Questions.
Please tick (√) in the relevant box which represents your response.
1. Gender
Male
Female
2. Age
17 - 20 years old
21 - 25 years old
26 - 30 years old
31 - above years old
3. How long you have drive at the highway?
Less than 5 month
1 year
2 year and above
16
Others: _____________
PART 2: Please tick (√) in the relevant box that describes the responses.
4. Do you notice the billboards at the PLUS Ayer Keroh highway or at the side
road?
Yes
No
5. Do you interested with billboards when driving?
Yes
No
6. Do you read a billboard when you driving?
Yes
No
7. Are you always complete read overall of the message on the billboard?
Yes
No
8. Do you understand the message that stated at the billboard?
Yes
No
9. Do you get the idea of the information stated at the billboards?
Yes
17
No
10. In your experience, do you ever have difficulty to understand the message on
the billboard?
Yes
No
11. On your observation, are you satisfied with the font or lettering used on the
billboards?
Yes
No
12. In your opinion, it is the lettering of the message at the billboards had used
the suitable type of font?
Yes
No
13. Which type of font you think that are suitable for a billboard? Choose 1for
most preferred 4 for less preferred.
Arial Black
Freshman
Brush Script STD
Old English Text MT
Stencil
COOPER BLACK
18
14. Do you think that the style of font make your attention more on the
billboards?
Yes
No
15. Do you agree that there are too stylish of font make the message hard to
read?
Yes
No
16. Do you think that the best chosen of font are must thick bold letter than fancy
fonts?
Yes
No
17.Do you think that the usages of uppercase words are more preferred and
easier to read the message?
Yes
No
18. In your opinion should be the usages types of font have to standardize in
every billboard design?
Yes
No
19
19. It is because of the billboard display too many type of font used make you
confused with the message?
Yes
No
20. Do you think that the big size of font or words make your attention more on
the billboards?
Yes
No
21. It is because of the words are too small make you hard to read the message?
Yes
No
22. Do you agree that the big size of font will make you attract to read and
understand easier the message in fast speed?
Yes
No
23. On your observation, are you satisfied with the size of font used on the
billboards nowadays?
Yes
No
20
24.Which sizes of font are suitable for a billboard? Choose the best answer by
tick (√) and you can choose more than 1 answer.
50
72
100
200
300
25.Do you think that color make you attract to read the billboards?
Yes
No
26.The big bold of word with the contrast color between white and red will attract
you to the billboard?
Yes
No
27. Do you think that the colors of words are not enough contrast with the
background of the billboard make you hard to read the message?
Yes
No
21
28. Orange is the background color of the billboard. The text colors are red. Are
you can read the message easily when you driving on the highway?
Yes
No
29. If the background color of the billboard are black what are the suitable color
for the text? Choose the best answer by tick (√) and you can choose more
than 1 answer.
White
Red
Green
Yellow
Blue
Pink
30. On your observation, are you satisfied with the color used on the billboards?
Yes
No
31. Which one gives you more attraction to read the billboards? Choose 1 for
most preferred 3 for less preferred.
Type of font
The big size of words
Color contrast of words or lettering at the billboards
22
32. Do you agree that billboard should be design by the professional artist to give
the best effectiveness and impact to the audience?
Yes
No
33.Overall of your observation, do you really satisfy with the billboard design at
the highway?
Yes
No
THANK YOU FOR ANSWERING THIS QUESTIONNAIRE.
23