Choosing the right image for a hoarding

When you choose an image for a hoarding, its job is to help your audience grasp the message before reading the copy. It is not there to decorate empty space or prove that a stock library was available.

Find one focal point

Use a face, product, object or graphic form that can be recognised from a distance. Crop close. A group of small subjects, a busy room or a detailed product flat lay asks too much of a passing audience.

Leave room for the message

Do not place type over the busy part of a photograph. Choose an image with quiet space or create a plain field beside it. A dark overlay can help, but it should not make the whole visual look muddy.

Check rights before the layout starts

Use photographs, illustrations, talent and product images that the brand has permission to use for outdoor display in the intended territory and period. Keep the licence or release with the campaign files. Unsplash photos are available under the Unsplash licence, but they still need sensible use and should not imply an untrue endorsement.

For layout adaptation across different sites, read adapting one creative across OOH formats.